Over the past year, there's been significant discussion surrounding high-profile advertising in the iGaming industry—whether it be through television commercials, massive billboards, or sponsorships with sports teams—Ontario online casino operators have come to understand that achieving true success requires a focus on long-term strategies.
In a marketplace saturated with competition, the key to effective marketing will be to immerse yourself in the grassroots experience, utilizing genuine marketing that resonates with sports enthusiasts right where they are.
This weekend offers a perfect example of that.
A Canadian operator,theScore Bet Ontario Sportsbook The venue is hosting a four-day jersey exchange event at Stackt Market, located just a short stroll from Rogers Centre along Bathurst Street.
Until Sunday, attendees can swap any professional sports jersey for a brand new 2023 Blue Jays jersey. Proceeds support the Jays Care Foundation, with participants encouraged to make a minimum donation of $15 to receive their new jersey.
Popular Jersey Exchange Program
Taking advantage of the Blue Jays’ popularity in Toronto, both with fans and local businesses, long lines were seen at the exchange event on Thursday.Ontario sports betting With favorable weather predicted for the weekend, Aubrey Levy, senior vice president of content and marketing at theScore, is anticipating even larger crowds. This event is part of a series of pop-up initiatives the company has executed, such as the 10X Tailgate Tour during football season and branded food trucks during the Jays' playoff run last year. Levy adds that more exciting plans are on the horizon.
We had a conversation about the Stackt Market event and the overall marketing strategy of the company. Responses were refined for clarity and brevity.
Levy spoke toOntarioBets Last year, shortly after the launch of sports betting and iGaming in Ontario, theScore Bet secured a 10-year agreement with the Jays.
Q: Can you elaborate on the jersey swap activation? A: It was beyond my expectations yesterday. I had discussions with our activation team, pondering, 'When do you think we will run out of jerseys? How long will the line be?' We promoted this solely through our own channels. to be an official gaming partner.
Program Exceeding Expectations
We believed it was a strong initiative, offering great value along with a charitable aspect, but there was uncertainty since we had not attempted this before. As I awaited feedback, when they sent me a video of the line just two hours into the event, I was taken aback by its length; my initial concern was, 'Do we have enough refreshments for everyone waiting?' Thankfully, the answer was positive, but we realized we would have to limit further entries.
I was elated by how it unfolded. The beautiful day certainly encouraged people to wait a little longer outside; it was fantastic.
It seemed like a perfect blend of a well-executed activation, favorable weather, and the ideal location at Stackt, which combined to exceed my initial expectations. I left thrilled with Day 1's outcome and eagerly look forward to Day 2 this afternoon.
This event ties back to our core goal of building authentic engagement and genuine experiences. Our marketing approach focuses on enhancing the experience for our fans. Our overarching marketing theme throughout the past year was to facilitate the transition into 'Bet Mode,' centering on how we can enhance the lives of sports fans—bringing them closer to the action and making it more enjoyable.
When brainstorming ideas to commemorate the Jays' season opener, considering our existing connection to the team and the city, this jersey swap initiative appeared to effectively celebrate that moment. By using our existing resources, including Brad Parker, one of our on-the-ground personalities who actively engages with fans and supports charitable actions, this idea checked numerous boxes for us.
It felt distinctive and innovative in how we aimed to involve our fans and strengthen our partnership, ultimately adding substantial value to their experience. Each of our initiatives is curated in its own unique manner.
However, when evaluating them through the prism of partnership opportunities, they all fulfill the main goal of augmenting the fan experience, immersing them more profoundly into the game, and amplifying their enthusiasm—rather than merely driving more betting activity.Ontario sportsbook apps ) partnership with the Jays.
Q: How does this initiative align with your short-term and long-term strategy?
A: I believe that if any individual experiences our brand for the first time through these activations, we must ensure it is a memorable encounter, something that excites and captivates them, while also making a positive impression about who we are.
For existing users who already recognize and appreciate our brand, it's crucial that we consistently reinforce that relationship at every opportunity... It’s not solely about having the most famous athlete or the highest media spend; it's about how authentically we convey our message, aligning with the essence of our brand.
Important To Excite New Customers
It’s simply a matter of different channels. These activations and experiences underline our commitment to long-term investment in this market. However, to achieve the desired outcomes, a thoughtful and strategic approach is essential.
This also necessitates a comprehensive understanding of the local market—knowing our hometown inside out and making the most of our partnerships.
Collaborating with the Jays isn’t a novel idea, as several sportsbooks partner with various sports teams, including the Canadian Open for golf. The challenge lies in distinguishing the execution of these partnerships—finding the sweet spot that aligns our brand's identity with what our partners offer, while also resonating with our city and the specific activation in question. This represents a long-term investment undoubtedly.
Nevertheless, I maintain that each experience must also meet a clear short-term objective—if someone interacts with us for the first time in this context, did we provide them with an extraordinary brand experience that fosters loyalty and an affinity for our brand?
Continuing Engagement with the Blue Jays
Q: What excites you about collaborating with the Jays?our partnership with Golf Canada A: We are quite enthusiastic about this partnership and are committed to deepening our involvement. One key reason for pursuing this deal is the Jays' unique status as a national team; they represent not just a local franchise but claim the title of Canada's team.
From a seasonal participation perspective, there are abundant opportunities to engage with fans throughout their games. Additionally, securing an exclusive arrangement with them was critical, as it allows us to have a comprehensive presence and voice within the sports betting landscape without having to share our assets with competitors.
We can collaborate closely with the Jays, engaging in substantial discussions about how to bring our partnership to life without worrying about divided assets.
Last year, we debuted a food truck in partnership with the Jays for the playoffs, and we have more exciting initiatives planned for the upcoming season. Also, we're gearing up for the Canadian Open in about a month and a half; it's coming up quickly! I was particularly pleased with our Skyline Seats activation's popular reception, which has set a high standard for our programming this year.
But our goal remains clear: if we're going to form a partnership, it should be meaningful and impactful, going beyond slapping a logo on a wall.
The concepts of experience, media, and partnerships are not new, but the key question is how to approach these elements to bring them to life in a manner that meaningfully represents our brand and creates unique experiences. We have the potential to create something unforgettable. Rather than simply deploying street teams to distribute flyers or free T-shirts, which lack significant impact, we should strive for richer interactions.
I feel there has been an overwhelming rush in the industry towards indiscriminate spending on marketing, leading to a loss of strategic thought. While we don't claim to have all the answers, when we focus on our initiatives, it allows us to step back and consider: If we are going to invest, how can we ensure it truly makes an impact?
With the Jays, we are committed to creating that impact thoughtfully. That’s our underlying aim.
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