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TheScore Bet conducts launch campaign

TheScore Bet, a subsidiary of Penn National Gaming specializing in mobile sports betting, has begun a campaign called “Get Into Bet Mode.” Developed by Diamond Marketing Group, the campaign is intended to launch the brand in Ontario. The campaign includes a 150-second video featuring comedian Susie Essman, actor Rex Lee and television personality Gerry Dee. The creative depicts the three being summoned by three friends who need help placing bets using their phones. The campaign also includes a 30-second video featuring Essman, as well as 15- and six-second videos, social media ads, radio commercials, digital banners and out-of-home advertising. Additional creative will be released when the service launches on April 4. The online elements were developed by Darling, while the media work is being handled by Initiative.

“‘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 of marketing and content at 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.'”

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