UM and FanDuel team up to highlight one of the Super Bowl’s most unpredictable moments, the coin toss, through the brand’s “Flip of Destiny” pop-up at Toronto’s Union Station. Visitors were able to step under the arches of the pop-up to make their heads-or-tails selection. All part of FanDuel’s “Fanuary,” a month-long Super Bowl initiative to raise awareness of “Play With a Plan,” a research-based responsible gaming program. The activation was promoted throughout the beginning of February and supported with ads during TSN’s Sunday Super Bowl Coverage with UM leading the media buy.
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