“Get Into Bet Mode” Fall Campaign

//  09.08.22


theScore Bet kicks off fall campaign with New “Get Into Bet Mode” spots

theScore Bet is debuting new ads as part of its “GET INTO BET MODE” marketing campaign for the busy fall sports season. The new spots feature actor Jon Lovitz, world famous Canadian comedian Russell Peters and Canadian actor Patrick J. Adams.

Utilizing this trio of talent, the spots highlight theScore Bet’s newly enhanced sportsbook offering with 10x more sports betting options*; robust online casino product; and integrations with theScore media app.

“We’re bringing back our GET INTO BET MODE campaign with new themes and new talent as we enter the action packed fall sports season,” said Aubrey Levy, Senior Vice President of Content and Marketing for theScore. “This new campaign phase is tailored toward educating fans, many of whom re-engage in the fall, on key theScore Bet product enhancements and features. Specifically, we’ve significantly upgraded our product with increased sports betting options and have expanded our iCasino catalog. We’re also leaning into our exclusive Blue Jays™ partnership with a baseball spot that highlights how we seamlessly merge media and betting. The engaging personalities we’ve selected – Jon, Russell and Patrick – each uniquely channel theScore Bet to drive home our product messaging in entertaining fashion.”

The campaign includes :30, :15 and :06 second spots, a series of social ads, radio, digital and out-of-home assets.

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 the campaign talent, helps remove the friction between placing bets and enjoying the game.

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.

About theScore Bet
Score Digital Sports Ventures (Canada) Inc. (theScore Bet), a wholly owned subsidiary of PENN Entertainment, Inc. (Nasdaq: PENN), operates a natively built mobile Sportsbook and Casino product that launched in Ontario on April 4, 2022. Available on iOS and Android devices, theScore Bet delivers an immersive and holistic mobile sports betting experience, including a comprehensive range of pregame and in-play bet types across all major sports leagues and events. It uniquely integrates with the company’s flagship media app, theScore, to provide a suite of cutting-edge features that seamlessly bring media and betting together in one ecosystem. theScore Bet is regulated by the Alcohol and Gaming Commission of Ontario and operates in Ontario pursuant to an operating agreement with iGaming Ontario. theScore Bet is an RG Check accredited operator, and is committed to making gaming safe and fun for its players.

*Compared to sports betting options offered at market launch.

™ TORONTO BLUE JAYS, bird head design, and all related marks and designs are trademarks and/or copyright of Rogers Blue Jays Baseball Partnership (“RBJBP”). © 2022 RBJBP. Major League Baseball trademarks and copyrights are used with permission of Major League Baseball. Visit MLB.com.


Campaign Title: More Bet Mode than Ever
Client: theScore Bet

SVP, Content & Marketing: Aubrey Levy CEO: John Levy
VP, Communications: Dan Sabreen
Manager, Partnership Activations: Ahmed Elfeky

Agency: Diamond Marketing Group
Creative Director, Writer: Jordan Cohen
Creative Director, Art Director: Mark Holden
Agency Producers: Katherina Villa, Mark Graham
SVP Creative Director: David Stevenson
Group Director, Accounts: Cory Visser
SVP Accounts: Lorri MacDonald
Partner: Josh Diamond

Production Company: Radke Film Group
Director: The Director Brothers
Executive Producer: Dan Ford
Director of Photography: Barry Parrell
Line Producer: Amalie Bruun

Editorial: Saints Editorial
Editors: Steve Sora, Cameron Lasovich
Assistant Editors: Matthew White, Ryan Gransden
Producer: Emily McKay
Executive Producer: Michelle Rich

Online: Darling
VFX Artist: Paul Binney
VFX Assistant: Alyssa Schmidt
Producer: Morgan Campbell
Executive Producer: Stephanie Hickman

Colour: Alter Ego
Post Colourist: Wade Odlum

Music and Sound Design: OSO
Audio Creative Director: Harry Knazan
Audio Engineer: Leo Hicks
Producers: Jane Heath

Casting: Mann Casting
Media Agency: Initiative

Diamond, Sports, theScore Bet