As seen in Capitol Communicator
RP3, the independent full-service creative marketing services agency, launched its first campaign for the recently acquired client SportsGrid, the streaming sports betting network.
SportsGrid is the #1 ranked FAST channel in the highly competitive streaming sports genre, according to Amagi’s Thunderstorm analytic platform which provides a robust dataset of performance metrics on content viewership and ad performance across devices.
The brand awareness campaign is SportsGrid’s initial effort focused entirely on increasing the network’s visibility and awareness among adults 25-34. SportsGrid’s marketing objectives include establishing the network as a global streaming platform reaching the rapidly growing massive sports betting movement. The campaign carries the tagline, “It’s smarter to be on SportsGrid.”
The SportsGrid Network is the world’s first and only 24-hour streaming channel fully dedicated to serving the global sports wagering audience. The service provides live exclusive programming featuring comprehensive, real-time coverage of pre-game and in-game sports betting odds and related datasets. The worldwide program service is available for free on connected TVs and OTT platforms, along with its new mobile app launching this quarter.
The company’s marketing account was awarded last month without a review and came to RP3 via the agency’s recently appointed Chief Creative Officer, Chris Dealy, who had previously worked on advertising/marketing projects for SportsGrid. The SportsGrid account will be managed out of the agency’s New York office, which Dealy will lead when it opens later this year.
The new brand awareness campaign includes a 30-second spot directed by Dealy in which a would-be bettor struggles to listen to his “gut” or his “head,” the latter of which relies on information gleaned from SportsGrid coverage about the team and players on whom he wants to place a bet. The spot will be followed by three other creative executions that will be rolled out over the coming months.
The campaign also includes a graphics package containing key communication elements.
The marketing campaign initially will appear on SportsGrid’s Owned and Operated Ad Inventory, which cover a wide range of sports programs and sports-related activities, and the company’s social media channels. RP3 will manage the strategic media planning and buying for the campaign.
SportsGrid provides exclusive live original programming hosted by a team of on-air personalities, sports and betting experts, and guest contributors. The network features real-time sports news, data, analytics, and statistics to engage sports audiences across a variety of connected devices. The channel’s live programming originates from state-of-the-art television production facilities adjacent to Madison Square Garden in New York City and at the SG Studios & Production Hub located in Holmdel, New Jersey.
“We’re pleased to be working with Chris and RP3,” said SportsGrid CEO Jeremy Stein. “The RP3 team brings a fresh perspective and a diverse set of branding skills to our marketing efforts. Their unique experiences and insights will help us embark on new global opportunities and deliver innovative solutions to our commercial partners.”
RP3 Founder-CEO Beth Johnson added: “All of us at RP3 are thrilled to add SportsGrid to our client roster. We look forward to creatively helping the company build its brand and to contributing substantive value within the communities it serves.”