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TheScore Bet resumes campaign

TheScore Bet, a Toronto-based online betting service, has begun a new phase of its “Get Into Bet Mode” campaign called “More Bet Mode than Ever.” Developed by Diamond Marketing Group, the campaign makes use of two video executions featuring comedian Jon Lovitz and actor Patrick Adams. A third execution featuring comedian Russell Peters will be released later this fall. The campaign highlights the services expanded sports betting options and online casino. It includes 30-, 15- and six-second videos, social media ads, radio commercials, digital ads and out-of-home ads. Online work is being handled by Darling, while media is being handled by Initiative.

“We’re bringing back our ‘Get Into Bet Mode’ campaign with new themes and new talent as we enter the action packed fall sports season,” said Aubrey Levy, senior vice-president of content and marketing for TheScore. “This new campaign phase is tailored toward educating fans, many of whom re-engage in the fall, on key TheScore Bet product enhancements and features. Specifically, we’ve significantly upgraded our product with increased sports betting options and have expanded our iCasino catalog. We’re also leaning into our exclusive Blue Jays partnership with a baseball spot that highlights how we seamlessly merge media and betting. The engaging personalities we’ve selected each uniquely channel theScore Bet to drive home our product messaging in entertaining fashion.”

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