Want a new gambling strategy in 10 words or less?
All you need is a feeling, and a phone.
Today, Hard Rock Digital released its fall campaign, Roll With Us, for its top-rated sportsbook and iGaming platform Hard Rock Bet. The campaign stars 9x diamond-certified GRAMMY Award-nominated global superstar Post Malone, hoping to send the message of fun, inclusivity, and diversity to potential betting patrons out there.
NFL season is here! #RollWithUs and @PostMalone all season long 🤘 pic.twitter.com/E3chrJ5YI0
— Hard Rock Bet (@HardRockBet) August 19, 2024
The 30-second commercial introducing the promotion promises “Big Payouts For Every Kind Of Player” and shows a range of people from nail salon patrons to friends at a bar enjoying their own ways of betting.
Post Malone is a proponent of this vibe:
“It’s always a blast working with Hard Rock," said the musician in a statement. "It’s sports. It’s music. It’s entertainment. When Hard Rock Bet says ‘Roll With Us’ they mean it. They’re bringing everyone in. That’s what I’m all about.”
The campaign will appear in major U.S. markets across television, streaming TV, radio, streaming audio, social media, and out-of-home. Creative Agency 72andSunny New York led production on the campaign, with Redline Media GRoup and Hard Rock Digital’s internal creative team providing support.
Hard Rock Bet currently offers an integrated New Jersey online casino & sportsbook platform and operates a sports-only experience in Arizona, Florida, Indiana, Ohio, Tennessee, and Virginia.
“Our message is simple - no matter who you are or how you play, we want you to Roll With Us at Hard Rock Bet," said Matt Primeaux, Executive Managing Director and President of Hard Rock Digital. "Just like our previous campaigns, it was important for us to have our players be able to see themselves represented in these sports, especially for those in Florida kicking off their first football season with legal sports betting and that have enthusiastically embraced our top-rated app.
“For a brand that lives at the intersection of sports, music, and entertainment, Post Malone was the perfect partner for our campaign, providing an authentic representation of our Hard Rock ethos.”
Betting on… who?
This ad spot seemingly targets the more casual retail bettor who may only throw a couple of shekels on a random game here and there, with a 20-something guy throwing down $5 in the opening scene. With Post Malone’s placement in the commercial though, the messaging opens the door to major players who many operators would consider VIP, as the rapper is seen cashing a “Post Malone-sized bet” of $81,000 for a $168,000 payout.
As Primeaux notes in his comment, the upcoming football season will be the first with legal Florida sports betting where Hard Rock Bet has a monopoly through its partnership with the Seminole Tribe.
Although Hard Rock Bet isn’t anywhere close to the likes of FanDuel or DraftKings in its other markets, the operator has an unprecedented opportunity to gain additional brand recognition with its dominance over the Sunshine State.
Hard Rock Bet launched its Same-Game Parlay Max feature this past spring to allow customers to parlay multiple same-game parlays, combining up to 20 total wagers across various betting markets, bet types, and odds.
More product enhancements could be on the way on top of major promotions like the Post Malone deal, so it seems Hard Rock leadership is doing what it can to take advantage of its opportunities this fall.
