Sports Interaction Celebrates Canadian Roots in Humorous Ad Campaign

Sports Interaction, a sports betting brand under Entain's ownership, has unleashed a new ad campaign that skillfully taps into its Canadian identity, constituting the second phase of the "Americans don't know jack about hockey" initiative.

The initial campaign, comprised of ad spots and engaging social media content, took a humorous approach by quizzing Americans about their hockey knowledge.

The campaign emphasizes that local operators, such as Sports Interaction, are ideally positioned to cater to Canadian bettors for hockey wagering.

In an exclusive interview with Canadian Gaming Business, Michael Zitney, the Director of Brand & Content at Sports Interaction, provided insights into the campaign's creation and the broader strategy to connect with Canadian hockey fans.

Filmed initially in Los Angeles, the ads targeted Americans' perceived lack of hockey knowledge, sparking lively conversations on social media. Critics suggested a shift to more hockey-savvy U.S. cities for potentially different outcomes.

In response to this feedback, Sports Interaction took the campaign to New York, explicitly choosing the home of the "Original Six" New York Rangers. Zitney shed light on the rationale behind this decision, stating, "We're a brand that wants to poke the bear, so we took that same narrative and said, 'Okay, fine, we'll go to one of the original six cities.'"

This strategic move underlines Sports Interaction's commitment to being a "challenger brand" that stands out through bold and engaging content. Zitney explained, "It was being that challenger brand, punching up, going after the big American brands that came into Ontario, so fast and furious with their big kind of glitzy ads."

The campaign showcases Sports Interaction's deep understanding of the Canadian sports scene and emphasizes its effort to connect with Canadian sports fans on a more personal level than its competitors.

Zitney highlighted, "We've been around in Canada; we understand Canadians at a different level than these American companies," emphasizing the brand's localized approach to content and betting offerings.

Addressing regulatory changes restricting brands from using athletes in advertising, Zitney mentioned that the campaign was part of a broader strategy to adapt and innovate within these constraints. "We were future-proofing ourselves," he said, indicating a proactive approach to evolving advertising regulations.

Zitney hinted at the possibility of continuing the campaign, with a potential shift in focus to celebrate Canadian hockey knowledge. "We're looking to do something as a playoff push to kind of wrap it all up before the end of the hockey season," he shared.

In essence, Sports Interaction's campaign showcases its unique brand voice and an effective engagement strategy that leverages national pride, humor, and sports culture.

Through Zitney's insights, it becomes clear that the brand aims to foster a sense of community and pride among Canadian hockey fans, ultimately setting itself apart in a highly competitive market.