Hard Rock Digital adds creative muscle ahead of US sportsbook launch
Seminole Gaming subsidiary names creative agency Droga5 as agency of record on new Sunshine State campaign
Hard Rock Digital has confirmed US marketing firm Droga5 as its creative agency of record for all marketing material relating to the impending launch of the new Hard Rock Digital Sportsbook app.
Droga5 will be tasked with driving creative and strategic communications as part of the launch in a “meaningful and unique way,” using digital media, social media, and above-the-line (ATL) marketing.
The campaign is aimed at millennials, individuals over 21, and so-called Generation Z and will debut in Florida later this year.
Sports betting in the Sunshine State was officially scheduled to launch today (October 15), although this has been impacted by legal challenges against Florida state authorities and Hard Rock parent company Seminole Gaming by a number of local casino operators.
The case concerns whether Florida officials exceeded their constitutional authority by allowing the Seminole tribe to operate sports betting on an off-reservation basis.
Hearings into the matter are expected to take place on November 5.
In comments reported by Ad Age, Hard Rock Digital CMO John Koller cited the need to appeal to a younger demographic over traditional bettors.
“The digital world is changing rapidly and, in particular, the online sports betting category is increasingly where millennial sports fans live,” Koller said.
“For the launch of Hard Rock Sportsbook, we needed to collaborate with partners with strong strategic insights, creative rigor, and feet firmly planted within sports culture.
“During the pitch, we looked primarily for an agency that would connect emotively with the millennial and Gen Z target audience, rather than just throwing a bunch of offers at the customer and basing the campaign only on fanship, which is so common across the category.”
Koller continued: “The marketing team at Hard Rock Digital comes from a hugely diverse background and we have all led major marketing launches that drove success through touching the heart, as well as helped the broader business.
“We needed an agency that shared that more inclusive view and we know that Droga5 will be that agency that helps us build that foundation with sports fans,” he added.
Sports betting marketing is currently big business in the US, with operators committing significant developmental resources and capital to drive customers to sportsbook apps.
US market leader FanDuel, BetMGM, and Caesars all unveiled multi-million-dollar sportsbook marketing campaigns to coincide with the new NFL season, while Wynn has committed to spending more than $1bn on marketing over the next two years.
New York-based Droga5 works with several high-profile clients including Amazon, Brewdog, Paramount, Huggies, and the New York Times.
Droga5 executive creative director Scott Bell welcomed the firm’s appointment as Hard Rock Digital’s creative agency of record.
“Hard Rock Sportsbook’s launch represents a whole new chapter for the brand, and we’re excited to bring its innovation and vision to the forefront,” said Bell.
“There’s incredible potential for Hard Rock Digital to play a role in modern culture at the intersection of sports, entertainment, and technology, and we’re looking forward to creating fun work that engages sports fans and sports bettors everywhere,” he added.