theScore kicks off ‘Get Into Bet Mode’ campaign ahead of Ontario launch

theScore Bet has unveiled its ‘Get Into Bet Mode’ campaign for its mobile sportsbook and casino app ahead of the launch of the Ontario igaming market.
Image: theScore

theScore Bet has unveiled its ‘Get Into Bet Mode’ marketing campaign for its mobile sportsbook and casino app ahead of the launch of the Ontario igaming market on April 4.

The multi-channel campaign sees comedian Susie Essman, actor Rex Lee, and theScore TV alum Gerry Dee, bring the Bet Mode function available to all theScore app users to life by showcasing how theScore Bet will elevate the betting experience for fans across Ontario via helping three customers. 

The Bet Mode function on theScore Bet app offers a suite of features that help remove the friction between placing bets and enjoying the game. The app is now available for download and is accepting pre-registration for Ontario’s igaming market launch.

“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, SVP of Marketing and Content at theScore. 

The two-and-a-half-minute feature video sees Susie, Gerry, and Rex summoned at various points by three friends who activate Bet Mode on their phones as they require assistance to lock in their bets.

Susie, Gerry, and Rex help to block out the noise to allow the friends to focus on placing and following their bets while they enjoy the game together. 

Levy continued: “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. 

“We’re excited to roll this campaign out across Ontario and finally bring theScore Bet to our home territory.”

Airing out across Ontario, the campaign includes 30, 15, and six-second spots, a series of social ads, radio, digital and out-of-home assets, and the two-minute video, as well as additional creative debuting post-market launch. 

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.

Earlier this month, theScore’s President and Chief Operating Officer, Benjie Levy, spoke to SBC Americas about the challenges Ontario could present to operators and how theScore will look to stand out in what is expected to be a competitive market.