BCLC’s new online gambling website gives sports fan in the province an alternative to dodgy offshore sites, says Karen Gray, e-business director of marketing.
“This brings us up to the 21st century and lets us compete against some of the grey market sites that already offer these products—everything from ‘Will the Canucks win the Stanley cup next year? to betting how many goals will be scored in the next period of the hockey game,” she said.
Billed as live betting, the website at PlayNow.com allows people to bet on any professional sporting event while the game is in play. (Two videos can be viewed here)
Advertising for the product by Taxi Vancouver includes online videos features the campaign’s new sportscasters Brock and Terry. They are supported by social media, a rich media banner and a 15-second television commercial that will launch October 5.
“The twist was we wanted to use amateur athletes and sports to exemplify the sport,” said Matt Bielby, Taxi creative director. “We wanted to say ‘if these guys were pro you could bet on them, but since they’re not you can just enjoy this footage and jump on the website and bet on the NFL and CFL.’”
Bielby said part of the strategy was to choose recognizable locations in Vancouver. A flag football video was shot at the University of British Columbia, and future videos of hockey and basketball will be shot at Vancouver’s Robson Square and Kitsilano Beach. They are set to launch at those sports’ season openings.
The tagline for the campaign is “Make any game more exciting.”
