ESPN BET Launches with Dynamic ‘What a Play’ Campaign
ESPN BET, the official sportsbook of the renowned sports network ESPN, has recently launched its new brand platform and advertising campaign, aptly titled ‘What a Play.’ This initiative marks a significant stride in intertwining the worlds of sports fandom and sports betting.
Developed in collaboration with PENN Entertainment, Arts & Letters, and ESPN, the campaign emphasizes sports betting as an extension of fandom. The humorous ads, aired across various media, aim to connect ESPN’s brand with the sports betting experience.
Innovative Commercial Spots Lead the Campaign
The campaign, brought to life by ESPN in collaboration with PENN Entertainment and the creative agency Arts & Letters, features two captivating commercial spots.
These are not just any advertisements; they star SportsCenter anchors Scott Van Pelt and Elle Duncan, bringing a familiar face to the campaign.
The commercials, titled “As Long as We All Had Fun” featuring Van Pelt, and “You Had to Be There” featuring Duncan, are making their rounds across both national and local media, offering a unique blend of humor and relatability to sports fans.
‘What a Play’ – More Than Just a Tagline
The essence of the ‘What a Play’ platform goes beyond being a catchy tagline. It is a multi-channel marketing strategy that seeks to highlight the natural synergy between sports fandom and the gaming world.
The concept underscores how sports betting not only complements but also enhances the sports fan’s experience. According to
Aubrey Levy, SVP of Marketing at Penn Interactive, “Sports betting is, at its core, an extension of fandom. This ESPN BET launch campaign aims to bring that connection point to life in entertaining ways, while drawing upon the deep love and connection fans have to ESPN.”
Integrating ESPN’s Influence in Sports Betting
Seth Ader, Vice President of Brand Marketing at ESPN, encapsulates the essence of the campaign, noting that ‘What a Play’ is synonymous with sports, sports betting, and even ESPN highlights like SportsCenter Top Plays. The expectation is that this message will resonate deeply with fans, becoming synonymous with ESPN BET and its branded sportsbook app.
The campaign’s initial two films, “As Long as We All Had Fun” and “You Had to Be There”, creatively integrate ESPN talent into everyday scenarios of sports fans. In one, Scott Van Pelt joins fans in a casual setting, humorously breaking down a wager hinging on a last-second play. Meanwhile, Elle Duncan features in a scenario where a fan places a contrarian bet during a Homecoming Weekend, adding an intriguing twist to the sports betting narrative.
ESPN BET’s launch on November 14 marks its availability in 17 states across the U.S., accessible through iOS, Android, and web platforms. This broad reach signifies ESPN’s commitment to integrating sports betting into the mainstream sports fan experience.
Our Comment on the Article
ESPN BET’s ‘What a Play’ campaign is a masterstroke in marketing, perfectly capturing the essence of modern sports fandom. By leveraging the power of familiar ESPN personalities and intertwining them with the everyday experiences of sports fans, the campaign strikes a chord with its audience.
It’s not just about placing bets; it’s about celebrating the moments that make sports so thrilling. ESPN BET seems to understand that at the end of the day, sports betting is about enhancing the joy, the suspense, and the communal spirit of sports fandom.
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