Hard Rock Bet and Post Malone are Ready to Roll in New Campaign

Sports and casino apps have taken the USA by storm with 30 states having legalised betting apps. But in a sea of sameness, Hard Rock Bet is on a mission to rock the betting world, for both sportsbook + casino. 

With a wide range of sports betting and online casino options already available – the category has grown somewhat stale with such a narrow audience and limited appeal. Hard Rock Bet has managed to redefine the category – introducing a fresh and relevant perspective that makes the experience accessible and also engaging for everyone.

When looking at the world of sports betting, it’s more exclusive than inclusive. The confusing jargon, and intense pressure to get rich overnight makes sports betting feel intimidating to the average consumer.

To celebrate the start of football season, Hard Rock Bet wanted to create something that welcomed people from all walks of life into the world of sports betting and made betting accessible to all. 

In the new campaign from their lead agency partner 72andSunny New York, “Roll With Us,” Hard Rock Bet pushes against category norms and cliches of jargon-filled pushy pitches. The brand is inviting everyone into the fun, no matter who they are or how they bet – all are welcome.

To bring this to life the brand partnered with Post Malone. More than a typical brand ambassador, Post has partnered with Hard Rock Bet to bring out that Rebelliously Inclusive brand ethos. Coming off the launch of his new album, F-1 Trillion, Post Malone is an artist that cannot be put in a box. With his crossover appeal and as a proud Texas sports fan, Post fits the exact blending of brands and worlds that Hard Rock stands for as a brand that lives at the intersection of sports, music, and entertainment.

To reinforce Hard Rock Bet’s mission to make betting more accessible, the campaign highlights Post amongst a variety of HRB bettors, showcasing that everyone and anyone (of legal age and in a legalised state, of course) can rock a bet with Hard Rock Bet; being the only sportsbook and casino app that’s so simple – anyone can turn up. Not just the expected sports aficionados, ex-athletes, or inauthentic celebs, but people from all different walks of life.

Diving deeper into the goal of showcasing inclusivity; the campaign also highlights how regardless of the size of your bet — whether it’s big or small or even a Post Malone sized bet – you can win big with Hard Rock Bet. And you don’t need to know everything about every sport – all you need is a feeling and a phone. 

To further spotlight the thrill of belonging, the spots are set to “Ante Up (Robbin Hoodz Theory)” by M.O.P. and as the bets are placed, the beat drops, literally rocking the worlds of the bettors.

The integrated campaign will run on TV, OLV, social, digital OOH and radio.

Peter Hughes, creative director said, "Sports betting and casino apps have taken the country by storm, but the category is still intimidating to a lot of people. Hard Rock Bet is disruptive, modern and exciting at its core. It infuses sports with music and pop culture. Those are dream ingredients for an agency. Working on this campaign, our job was simple – capture the brands rebelliously inclusive ethos and invite people to a sports betting party that everyone can be a part of.”

Geno Burmester, creative director said, “We worked closely with our director, WARD, to create a world that elevated the anticipation and thrill of a bet in the most irreverent and relatable way possible. A world that shows superstars like Post Malone on the same playing field as the rest of us. A world everyone would wanna roll with.”