Hard Rock Bet Launches Phase Two Of Ontario Ad Campaign
Hard Rock Bet has rolled out the second phase of its Ontario marketing campaign, "Hard Rock Bet Is Here," built around local sports culture and featuring Toronto hip-hop artists k-os and Saukrates, the sportsbook operator confirmed.
The campaign was created with Toronto-based agency Memory, which also led Hard Rock Bet's original Ontario launch push over the summer. It centres on a series of short films following a recurring group of friends watching sports together, leaning on humour, rituals and banter rather than generic sports betting messaging.
"Localization has to be something you feel, not just something the advertising tells you," Memory co-founder and chief creative officer Ian Mackenzie said. "Working with k-os and Saukrates, tapping into the specifics of Toronto sports fandom and carrying that energy across the campaign helps Hard Rock Bet feel like it genuinely belongs here."
Building on a music-led launch
The phase two push follows Hard Rock Bet's original Ontario campaign, which launched on August 5 and centred on a reimagined version of the late-1990s track "Let's Ride," performed by Juno Award-winning artist Choclair alongside Kardinal Offishall and Saukrates.
That first wave spanned television, audio, streaming, digital, search, affiliate, sponsorship, social and CRM channels, according to according to Strategy.
Phase two, which began rolling out on September 4, is running across TV, streaming, radio, digital, social, out-of-home, owned and performance channels, with activity also taking place at Toronto landmarks including The Well, Union Station and Sankofa Square.
Hard Rock's International Expansion
Ontario marked Hard Rock Digital's first market outside the United States. The operator launched its sportsbook and online casino in the province in July on an Alcohol and Gaming Commission of Ontario (AGCO) internet gaming registration, offering more than 3,000 casino games alongside sports betting.
"Ontario is an important market for Hard Rock Bet, and we wanted our launch to reflect a genuine commitment to the province from day one," Hard Rock Digital vice president of brand marketing Lauren Varnas said when the campaign first launched. The company has also set up a local Toronto office to support 24/7 customer service for Ontario players.
