Hire Mike Rice — World-famous creative. Sort of.
You Did It, Florida!
Goal: Here’s the situation. This was the biggest campaign in the company’s history. Launching in our home state of Florida was absoutely critical. But we had no agency onboarded. No guaranteed launch date. And under three months to go from concept to fully delivered TV spots. In that time, we wrote/produced an original song and delivered 6 unique TV spots to bring it to life.
- Pull-through of our message (“Hard Rock Bet is legal in Florida”) was critical, given previous false starts and confusion over legality statewide
- Should position Hard Rock Bet as a truly inclusive brand in line with Hard Rock’s legacy — "love all, serve all”
- Extremely fluid timeline, needed to make a splash with no spokesperson and limited budget
Hero spot (:60) to launch the campaign
:30 spot that anchored our gameday media buys
:15 spot, sports betting on the course
:15 spot, sports betting on the pier
:15 spot, sports betting on the beach
:15 spot, sports betting at the counter
Here's a quick case study
Video recap of the campaign
Top-performing paid social ad
Another cheerleader top performer
The guitar hotel, also a paid social winner
Another guitar top performer
Parade shot, high-performer on paid social
Just a quick gif for an in-product message
BONUS: If you've made it this far, here's me singing the first rough song idea into my voice memos app for proof of concept
The Sound of Legends