PointsBet launches first iteration of Live Your Bet Life campaign
Brand ambassador and former NFL quarterback Drew Brees stars in new multi-channel marketing initiative
PointsBet has debuted the first of three adverts for its new ‘Live Your Bet Life’ national advertising campaign.
The ad features PointsBet brand ambassador Drew Brees and aims to broaden recognition of the PointsBet brand while also highlighting the group’s existing tech infrastructure and in-game betting offering.
Brees, a NFL Hall of Famer, joined PointsBet in July, both as a brand ambassador and to help PointsBet develop original content, lead new commercial campaigns, and steer marketing and promotional concepts.
Brees’ spots for the Live Your Bet Life campaign were directed by Emmy award-winning director Dave Laden, who previously directed commercials for PointsBet media partner NBC Sports.
The adverts will air nationally and in markets where PointsBet is available to users. Additional commercials will go live later in the year.
https://youtu.be/qSqlsC47CcA
The campaign, which was produced in collaboration with brand consultancy Troika Media Group, is a so-called 360-degree campaign and will feature broadcast, digital, social media, and out-of-home and in-stadium advertising.
Troika Media Group was named PointsBet’s creative agency partner of record for 2021.
Drew Brees during filming
PointsBet US CEO Johnny Aitken said: “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.
“The creative team at Troika developed some great concepts to show Drew’s personality and highlight the exciting features of our product,” Aitken added.
Meanwhile, Troika chairman and CEO Robert Machinist said: “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,” Machinist added.
The launch of the campaign comes just 24 hours after PointsBet confirmed the appointment of former Facebook and Netflix executive Kyle Christensen as its new chief marketing officer.