TheScore unleashes Ontario marketing arsenal ahead of April launch
Penn National Gaming subsidiary to host “Home Opener” party in early customer acquisition blitz
TheScore has triggered a wave of marketing related assets into the Ontario market head of its formal launch on April 4.
This includes a localized marketing campaign called “Get Into Bet Mode” which aims to educate bettors on how to place bets and avoid gambling-related harm.
The campaign, which features comedienne Susie Essman, theScore TV-alumnus Gerry Dee and actor Rex Lee illustrates how fans can block out distractions and lock in on their bets.
https://youtu.be/2dxGVRqyZBM
The campaign includes a 30, 15 and six second TV spots as well a series of social ads, radio, digital and out-of-home assets and a two-minute video.
The spots will air across Ontario with additional creative debuting post-market launch on April 4.
Toronto-based creative communications agency, Diamond, worked with theScore on the campaign as well as aiding the firm’s wider Ontario marketing strategy. The spots were directed by comedy veterans The Director Brothers, Ryan McNeely and Josh Martin.
Senior VP of marketing and content Aubrey Levy lauded the new campaign as well as the potential to deliver new customers when the market launches.
“These video spots are an extension of how we serve fans, eliminating all the friction points for a streamlined betting experience,” Levy explained.
“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.
“We’re excited to roll this campaign out across Ontario and finally bring theScore Bet to our home territory,” he added.
In tandem with the marketing campaign, theScore has begun a period of pre-registration and initial availability in the soon-to-regulate Ontario sports betting market, ahead of the formal launch on April 4.
The pre-registration process allows players to download and complete the necessary steps to create an account safely and legally with theScore Bet via Android or iOS devices.
However, those players will only be able to place bets or use theScore’s online casino post launch date. Pre-registrants will be offered a free $50 bet, but must be over the age of 19 and physically reside in Ontario to qualify.
In the days preceding the launch of regulated operations in Ontario, theScore Bet will host an official ”Home Opener” launch party in Toronto on April 2, 3 and 4.
Headquartered in Toronto, theScore first began as a media company in 1997 before becoming the first media company in North America to launch a sportsbook in 2019.
“Millions of Ontarians already know and love theScore, and we are excited to introduce them to theScore Bet as part of our pre-registration roll out,” theScore CEO John Levy said.
“We are ready and eager for the legal market to open on April 4 and look forward to showcasing our fully integrated media and betting experience,” he added