NFL icon and long-time New Orleans Saints quarterback Drew Brees fronted a new football themed campaign for PointsBet called ‘Live Your Bet Life’.
The marketing push seeks to showcase its sports expertise and engage through shared fan sports knowledge knowledge and the initiative aims to build brand value, maximize reach and broaden recognition of the PointsBet brand.
The ad campaign is spearheaded by a trio of television commercials which showcase the company’s technology infrastructure, in-game betting capabilities and its big picture strategic approach to competitive sports betting.
The online gaming operator worked on the integrated campaign with Troika Media Group (TMG), a brand consultancy and marketing innovations company, and its runs across broadcast television, digital, social, out-of-home and in-stadium.
The initial launch TV spot, called ‘PointsBet x Drew Brees: Same Game Parlay’, features Brees leading his friends to the summit of a snowcapped mountain: which is actually a local bar where the group celebrate after completing the final bet of a single game parlay. Posted first on 25 October, the ad seeks to inform and engage viewers and encourage them to click through to PointsBet.com for further information.
All of the three spots air nationally in markets where PointsBet is available and, according to the brand, additional ads will debut later in the year.
The ads were directed by Sports Emmy award winner Dave Laden and produced by multi-Emmy-winners Hungry Man Productions (a US/UK/Brazilian production company), with special effects created by F/X house Parliament.
“Showcasing our lightning-fast app and easy to use interface that is primed for the in-game betting experience, this campaign is as customer-friendly as our reputation,” explained PointsBet USA CEO Johnny Aitken. “The creative team at Troika developed some great concepts to show Drew’s personality and highlight the exciting features of our product. From the top of a mountain to your couch at home, PointsBet is the service for everyone to Live Your Bet Life.”
Troika’s Chairman and CEO Robert Machinist commented: “PointsBet is an industry innovator, leading the way with new and different ways to engage bettors, and we expect that demand to increase with the evolution of legalized sports betting. TMG will create authentic and credible content that resonates with sports bettors, from those who are experienced bettors to those who are new to sports betting. We are thrilled to have been awarded this engagement and very excited to partner with PointsBet as they continue to enhance the modern bettor experience.”
The former NFL quarterback added: “PointsBet is a clear leader in the gaming space, and the Live Your Bet Life campaign is a celebration of what differentiates our service. In the first ad spot, I am leading my friends on the adventure of a lifetime from the top of a mountain to a great local gathering spot. We celebrate our victories together when our single-game parlay comes through, highlighting the take-it-anywhere approach and in-game betting options that our technology helps us achieve. This is a great partnership, and I am looking forward to our continued collaboration on the additional ad spots. They will be as fun to watch as they were to film.”
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Since joining PointsBet as a global athlete ambassador in July, Brees has featured in a range of advertising and has helped develop original content.
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