Comedic trio "get into bet mode" / Susie Essman, Rex Lee and Gerry Dee

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 4, 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. 

Go here to see a 30 second spot featuring Essman, which debuts today.

“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. 

Levy 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 4. 

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 4, 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.”