TheScore Bet Launches Ontario Marketing Campaign: “GET INTO BET MODE”
theScore Bet today unveiled its Ontario launch marketing campaign, “GET INTO BET MODE” ahead of the debut of its mobile sportsbook and casino app in Ontario on April 4, 2022.
The campaign features comedian Susie Essman, actor Rex Lee and Toronto’s own Gerry Dee, a theScore TV alum. This trio help bring BET MODE to life across this multi-channel campaign, showcasing how theScore Bet will elevate the betting experience for fans across Ontario.
Debuting today is a two and a half minute feature video that brings together our characters who have been summoned by three friends in need of assistance to lock in on their bets. By activating BET MODE on their phones, the friends receive timely divine intervention from the intimidating, foul-mouthed Susie, fadeable friend Gerry and facilitator Rex. Faced with common distractions in the tense moments before the game starts, Susie, Gerry and Rex descend on the scene to block out the noise and help the friends focus on placing and following their bets while they enjoy the game together.
“Get Into Bet Mode is a brand platform that brings to life one of our core product differentiators, the deep integration between media and betting, and how that makes betting simpler, seamless and more intuitive,” said Aubrey Levy, Senior Vice President, Marketing and Content, theScore. “These video spots are an extension of how we serve fans, eliminating all the friction points for a streamlined betting experience. The heightened moments before a game are relatable, and that’s where Susie, Gerry and Rex show up in their own uniquely entertaining ways to help our fans focus and get into Bet Mode.
Levy continued, “We’re excited to roll this campaign out across Ontario and finally bring theScore Bet to our home territory.”
The campaign includes :30, :15 and :06 second spots, a series of social ads, radio, digital and out-of-home assets and the two minute video. The spots will air across Ontario with additional creative debuting post-market launch on April 4.
The campaign personifies the popular BET MODE function that is available to all theScore app users. Bet Mode offers a suite of cutting-edge features that are a staple of theScore’s integrated media and betting experience, which, much like our campaign talent, helps remove the friction between placing bets and enjoying the game. On April 4, 2022, theScore Bet will officially debut in Ontario where millions of fans will finally be able to experience the full power of BET MODE.
theScore Bet worked in partnership with Toronto-based agency Diamond on the campaign creative and strategy. The spots were directed by comedy veterans The Director Brothers, Ryan McNeely and Josh Martin.
“The celebrities in the campaign deliver comedy and also serve to unblock distractions, which we use as an expression of the product. Much like theScore Bet, they help friends lock in their bets and enjoy the game,” says Jordan Cohen, Creative Director at Diamond. “We believe that putting the fan experience first is refreshing for the category.”
theScore, Canada’s leader in digital sports media, is headquartered in Toronto with roots in the city that date back to 1997. In 2019 theScore made history when it became the first media company in North America to launch a mobile sportsbook, theScore Bet. A best-in-class mobile betting platform, theScore Bet uniquely harnesses the power of media and betting through seamless integration with the flagship ‘theScore’ app.
theScore Bet Sportsbook and Casino is currently open for pre-registration in Ontario via the iOS app store and will start accepting wagers on April 4, 2022 when Ontario’s new regulated sports betting and iGaming market opens for private operators. theScore Bet app is available for download anywhere in Canada, but users must be 19+ and physically located in Ontario to wager. theScore Bet is registered with the Alcohol and Gaming Commission of Ontario as an internet gaming Operator, and will operate in Ontario on behalf of and as agent for iGaming Ontario*.
For more exciting news about theScore Bet’s Ontario offering and to learn more about the award-winning app, visit theScore.bet/ontario.
* Subject to successful execution of an operating agreement with iGaming Ontario. 19+. Ontario only.
Please play responsibly.
theScore, a wholly-owned subsidiary of Penn National Gaming (Nasdaq: PENN), empowers millions of sports fans through its digital media and sports betting products. Its media app ‘theScore’ is one of the most popular in North America, delivering fans highly personalized live scores, news, stats, and betting information from their favorite teams, leagues, and players. theScore’s sports betting app ‘theScore Bet’ delivers an immersive and holistic mobile sports betting experience and is currently available to place wagers in New Jersey, Colorado, Indiana and Iowa. theScore also creates and distributes innovative digital content through its web, social and esports platforms.
Campaign Title: Get Into Bet Mode
Brand: theScore Bet
SVP, Content & Marketing: Aubrey Levy
CEO: John Levy
Director, Marketing Activations: Alannah Della Vedova
VP, Communications: Dan Sabreen
Agency: Diamond Marketing Group
SVP Creative Director: David Stevenson
Creative Director: Jordan Cohen
Copywriter: Jordan Cohen
Art Director: Bruce Harris
Agency Producers: Tessa Waisglass, Mark Graham
Senior Director, Accounts: Cory Visser
SVP Accounts: Lorri MacDonald
Partner: Josh Diamond
Production Company: Radke Film Group
Executive Producer: Dan Ford
Director: The Director Brothers
Producer: Amalie Bruun
Production Coordinator: Helen Carroll
Editorial: Saints Editorial
Editor: Steve Sora
Assistant Editor: Matthew White
Producer: Emily McKay
Executive Producer: Michelle Rich
VFX Artist: Steve McGregor
VFX Assistant: Russell Hanson
Producer: Morgan Campbell
Executive Producer: Stephanie Hickman
Colour: Alter Ego
Colourist: Wade Odlum
Executive Producer: Hilda Perreira
Music and Sound Design: OSO
Audio Creative Director: Harry Knazan
Audio Engineer: Leo Hicks
Producers: Jane Heath, Lauren Dobbie
Casting: Mann Casting
Media Agency: Initiative