Brand Tone

Aspirational & Exclusive

Brand Values

• •Rewarding Loyalty
• •Exclusivity & Status
• •Performance
• •Tangible Luxury

Best Practices

• •Use Exclusive Language: Consistently use words like "exclusive," "your," "unlocked," "invitation," and "inner circle" to reinforce the feeling of being part of a select group. Avoid generic marketing language.
• •Focus on "Earned, Not Given": Frame the benefits as a direct result of the user's loyalty and dedication. Use phrases like "As a reward for your loyalty," "You've earned this," and "Your commitment has been recognized."
• •Highlight Access and Service: Emphasize the intangible benefits as much as the tangible ones. Priority support, a dedicated host, and access to exclusive events are powerful differentiators. These benefits speak directly to the value of being a VIP.
• •Maintain Aspirational Messaging: Even when communicating with existing Diamond members, maintain an aspirational tone. Hint at the even more exclusive Onyx tier and constantly reinforce the premium nature of their current status.
• •Be Direct and Benefit-Oriented: The target audience is savvy and data-driven. Communications should be clear, concise, and focused on the value proposition. Clearly state what the benefit is (e.g., "30% Crown accrual boost," "invitation to the championship game") without excessive fluff.

Social Perception

Coveted but with High Expectations. Positive: It is widely seen as a desirable and valuable status to achieve for serious players. The benefits, especially the enhanced promotions, dedicated host, and exclusive event access, are significant draws. Negative: Some high-level players have expressed disappointment, feeling that the program does not always deliver a sufficiently "special" or personal experience. Complaints include infrequent contact from VIP hosts and a desire for more consistent, personalized interaction. Users have reported receiving VIP offers only to have their betting limits drastically reduced afterward, causing frustration. There are also comments on the significant amount of money required to be wagered to reach and maintain the upper tiers.

Copy Examples

• •The Game Beyond the Game. Welcome to Diamond. Your loyalty has unlocked a new level of rewards, access, and service. This is where the true players belong.
• •Your Diamond Status is Confirmed. Welcome to the Inner Circle. Congratulations. You’ve earned it. As a Dynasty Diamond member, you now have access to our most exclusive benefits, from a dedicated VIP host to invitations for unforgettable live experiences. This isn’t just a loyalty program; it’s our commitment to you. Explore your new world of rewards.
• •Loyalty deserves the best. Our Dynasty Diamond and Onyx members get treated to exclusive live events, luxury gifts, and a VIP experience that’s second to none. Ready to elevate your game? #DraftKings #DynastyRewards #VIP
• •The Diamond Edge: Your Exclusive Profit Boost. As a Diamond member, your opinion carries more weight—and so do your wagers. Enjoy this exclusive 75% profit boost on us. It’s just one of the ways we say thank you for being one of our most valued players.
• •More Than a Status—It's a Partnership. Reaching Diamond tier means you get more than just perks; you get a dedicated team. Your VIP host is your personal point of contact, ready to assist with your account and ensure you get the most out of your DraftKings experience.