Dan Isenberg

I joined the Caesars Sportsbook team as a creative director about a month shy of their app launch. The launch campaign featured comedian JB Smoove in the role of Caesar, so his voice and imagery was infused into almost every piece of creative. From app store carousels (see above) to in-app promos to digital/social content and more, I helped shape the voice of the new Caesars Sportsbook brand and its lead character across all channels. For example, every time you see the word “behold” in a piece of launch creative—that came from me! Ha!

Below are a few of my favorite executions from launch and beyond. First, A mock interview I wrote with Caesar himself for Caesars Digital’s internal communication newsletter The Extra Point, explaining the campaign to the entire company and thanking everyone for their hard work. Sometimes the internal-facing stuff like this where there’s room to have some fun turns out the best.

Next, some coasters. Yes, coasters! Our goal was to teach folks who were new to sports betting about the different types of bets you can make with the Caesars Sportsbook app, and push them to download the app while they’re hanging at our properties and with our partners. I came up with the concept “Ask Caesar,” where we had Caesar himself explain the different bets in his voice—making use of both sides of the coaster to drive more engagement. See a few examples below.

Okay! Next up on the Caesars Sportsbook copy tour - the Truck Tour! Yes, as we rolled out for year two of our app, we built an 18-wheel mobile tour to stop at big games and events to engage fans around our app. And though for many weeks I pushed for it to be called the Caesars Sportstruck, in the end, leadership wanted it to be more inclusive of the Casino side of the app. So I came up with something simple and catchy - the Truck Tour. Hey listen, naming things ain’t easy, even when it sounds simple. So was proud to nail it for this monster initiative. Check out the truck below.

Next - another naming exercise, which led to creative that I also executed in its entirety. Much of my time with Caesars Sportsbook has been spent in a leadership role, overseeing copywriters. But there are always times when you have to get your hands dirty and do the work yourself. This was one of those times.

The product itself was all about building bets before you placed your bet at our retail locations, so it had to speak to that product benefit. Initially, it was called Bet Builder. But when they were having second thoughts about the name, I suggested Bet Ahead as a way to really hone in on the main benefit of using the product and when it comes in handy. Leadership loved it, so I crafted up this poster. See below.

Finally, some creative from our first holiday—Thanksgiving 2021. Most of the deliverables were offers for new customers, but we had some fun with these Caesars Rewards layouts. The turkey leg is crazy, right?! I still can’t believe “Stuff Yourself with Caesars Rewards” got approved. But hey, it was a hit! I also love the concept that our team came up with for the Thanksgiving holiday campaign—Caesars Giveth Thanks. It was so loved internally that we brought it back in ‘22. See below.

Oh wait, one more. This was a good look - I got to write the copy for the cover of JB Smoove’s interview for Caesars Players magazine and be the lead editor for the article itself. This magazine was EVERYWHERE when we launched.

Okay, think that’s enough for now. I could go on forever, as I’ve been working on this brand nonstop for two years. But you’ll find plenty of other Caesars work throughout the site. Peace out, people!