“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 Diamond agency 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.”
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
Online: Darling
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
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