Hard Rock Digital taps Post Malone for advertising campaign
Florida monopoly operator partners with leading recording artist as part of fresh push ahead of the new football season
Hard Rock Digital has partnered with Grammy Award-nominated rap and rock star Post Malone for its latest campaign, ‘Roll With Us’
The operator has released an initial 30-second short promoting its Hard Rock Bet brand featuring the rapper as he kicks off the clip on his tour bus by saying: “Alright boys, who we betting on?”
The clip, which features product shots of both the Hard Rock Bet online sportsbook and online casino, then sweeps across bars, pool parties, nail salons as bettors engage with the app.
The ad is set to ‘Ante Up (Robbin Hoodz Theory)’ by M.O.P. and ends with Post Malone claiming Hard Rock Bet is the “sportsbook for every kind of player.”
The campaign was produced by creative agency 72andSunny.
The New York-based firm, which previously worked with the NFL and United Airlines, was supported on the Hard Rock Digital brief by the operator’s in-house team and Redline Media Group.
The campaign will appear in major markets across the US and will be displayed across TV, streaming, radio, social media, audio streaming platforms, and out-of-home platforms such as billboards.
Hard Rock Digital said Post Malone, who at 29 has sold more than 80 million records, was the “perfect reflection of the ‘Rebelliously Inclusive’ ethos of Hard Rock Bet.”
Hard Rock Bet is live in Arizona, Indiana, Ohio, Tennessee, and Virginia with its sports betting offering and has online casino available to customers in New Jersey.
The brand also holds a monopoly on sports betting in Florida as it is owned by the Seminole Tribe, which secured a landmark historic result in the US Supreme Court earlier this year, ensuring its model can remain in place.
Matt Primeaux, Hard Rock Digital executive managing director and president, said: “Our message is simple — no matter who you are or how you play, we want you to Roll With Us at Hard Rock Bet.
“Just like our previous campaigns, it was important for us to have our players be able to see themselves represented in these spots, especially for those in Florida kicking off their first football season with legal sports betting and that have enthusiastically embraced our top-rated app.
“For a brand that lives at the intersection of sports, music, and entertainment, Post Malone was the perfect partner for our campaign, providing an authentic representation of our Hard Rock ethos.”
Speaking on his role with Hard Rock Digital, Post Malone said: “It’s always a blast working with Hard Rock.
“It’s sports. It’s music. It’s entertainment. When Hard Rock Bet says ‘Roll With Us’, they mean it. They’re bringing everyone in. That’s what I’m all about.”
Last month, Hard Rock Digital introduced a profit boost feature across its online sports betting offering.
Image credit: Tore Sætre/Wikimedia CC BY-SA 4.0