TwinSpires, the online wagering platform with its roots in horse racing (it is based at the Chruchill Downs home of the Kentucky Derby), is branching out into the wider world of sport, eSport and iGaming has launched a new brand campaign fronted by NFL legend Brett Favre.
Following penning a new multi-year ambassador deal, the Pro Football Hall of Fame quarterback stars in a campaign spearheaded by a hero commercial called ‘Bet Dedicated’ which celebrates the company’s sports and gaming expansion and which sees Favre is challenged to a series of betting-related boot camp drills.
The initiative mixes traditional and digital ads and the lead spot is backed by a behind-the-scenes video and other supporting creative.
The campaign, which was created by BOC Agency and produced by Stept Studios, also drives home messages about TwinSpires’ expertise and its history.
“As a campaign concept, Bet Dedicated is not only a reflection of our heritage, but also the brand promise we are making to our players,” said VP Marketing for TwinSpires Sean Phinney. “Brett epitomizes what it means to be dedicated, and we’re thrilled to have him star in this campaign as we launch the TwinSpires online sportsbook and iGaming platform into Michigan and other states.”
“I knew this was a campaign I could get behind the moment it was introduced to me,” added Favre. “I was never the biggest or the strongest or the fastest, but throughout my career I outworked the guys that had the same dream, because I was the most dedicated.”
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The new brand platform follows on from the company’s recent decision to rebrand all of its BetAmerica sportsbooks as TwinSpires in the first half of 2021.
The campaign was shot in the rural community of Purvis (Mississippi) where local crew and talent were scarce and the production team faced the challenge of making the set appear like an athletic facility when it wasn’t. Varsity worked to allow the location to dictate the feel of the training camp, emphasising nature, and studious indoor classrooms.
Links:
TwinSpires
BOC Agency
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