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Susie Essman, Rex Lee and Gerry Dee Get into Bet Mode for theScore


Diamond campaign from The Director Brothers personifies theScore's BET MODE function

Susie Essman, Rex Lee and Gerry Dee Get into Bet Mode for theScore

theScore Bet today unveiled its Ontario launch marketing campaign, ‘GET INTO BET MODE’ ahead of the debut of its mobile sportsbook and casino app in Ontario on April 4th, 2022. 

The campaign features comedian Susie Essman, actor Rex Lee and Toronto’s own Gerry Dee, a theScore TV alum. This trio help bring BET MODE to life across this multi-channel campaign, showcasing how theScore Bet will elevate the betting experience for fans across Ontario. 

Debuting today is a two and a half minute feature video that brings together our characters who have been summoned by three friends in need of assistance to lock in on their bets. By activating BET MODE on their phones, the friends receive timely divine intervention from the intimidating, foul-mouthed Susie, fadeable friend Gerry and facilitator Rex. Faced with common distractions in the tense moments before the game starts, Susie, Gerry and Rex descend on the scene to block out the noise and help the friends focus on placing and following their bets while they enjoy the game together. 

“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. 

Aubrey 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 4th. 

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 4th, 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.”

theScore, Canada’s leader in digital sports media, is headquartered in Toronto with roots in the city that date back to 1997. In 2019 theScore made history when it became the first media company in North America to launch a mobile sportsbook, theScore Bet. A best-in-class mobile betting platform, theScore Bet uniquely harnesses the power of media and betting through seamless integration with the flagship ‘theScore’ app. 

theScore Bet Sportsbook and Casino is currently open for pre-registration in Ontario via the iOS app store and will start accepting wagers on April 4th, 2022 when Ontario’s new regulated sports betting and iGaming market opens for private operators. theScore Bet app is available for download anywhere in Canada, but users must be 19+ and physically located in Ontario to wager. theScore Bet is registered with the Alcohol and Gaming Commission of Ontario as an internet gaming Operator, and will operate in Ontario on behalf of and as agent for iGaming Ontario*.


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Genres: People, Comedy, Dialogue

Categories: Gambling, Sports and Leisure

Diamond, Thu, 24 Mar 2022 14:33:00 GMT