Canadian sportsbook Sports Interaction is doubling down on its recent claim that "Americans don't know jack about hockey."
Developed by Juliet in partnership with Sports Interaction, the new campaign, "Americans still don't know jack about hockey," is intended to refute people's claim that the initial responses to questions like "how long is a powerplay?" and "what is offside?" weren't valid, since those interviews were conducted in and around Los Angeles
Developed by Juliet in partnership with Sports Interaction, the new campaign, "Americans still don't know jack about hockey," is intended to refute people's claim that the initial responses to questions like "how long is a powerplay?" and "what is offside?" weren't valid, since those interviews were conducted in and around Los Angeles
—not exactly a hockey hotbed in the U.S.
As a small player among the big global sportsbooks like Bet365 and BetMGM, Sports Interaction is attempting to make headway in Canada by touting its knowledge of a sport that permeates our culture (just ignore that whole no Canadian Stanley Cup winner since 1993 thing).
The spot begins with the same interviewer from the first wave of ads, relaying some of criticism that followed those ads. "Going to Cali to ask people about hockey...well yeah you're in f*cking Hollywood, ya BOZO. Go to Boston or Minny or any Northeast city and try this. Bet you get humbled real quick."
The new 60-second spot takes place in New York, where responses to the interviewer's hockey questions—such as: What is a bucket? What goes in the sin bin? Can you name five hockey teams?—are similarly ill-informed. (The Tallahassee Farmers? C'mon, that guy wasn't even trying.)
"Turns out Americans still don't know sh*t about hockey," says the spokesperson, before questioning why Canadians would ever bet on hockey with a U.S. sportsbook.
The campaign launched this week during Sportsnet's Hockey Night in Canada, where Sports Interaction is a sponsor. Michael Zitney, director of brand content at Sports Interaction, said that the first wave of advertising contributed to a 27% increase in revenue over the same period.
As a small player among the big global sportsbooks like Bet365 and BetMGM, Sports Interaction is attempting to make headway in Canada by touting its knowledge of a sport that permeates our culture (just ignore that whole no Canadian Stanley Cup winner since 1993 thing).
The spot begins with the same interviewer from the first wave of ads, relaying some of criticism that followed those ads. "Going to Cali to ask people about hockey...well yeah you're in f*cking Hollywood, ya BOZO. Go to Boston or Minny or any Northeast city and try this. Bet you get humbled real quick."
The new 60-second spot takes place in New York, where responses to the interviewer's hockey questions—such as: What is a bucket? What goes in the sin bin? Can you name five hockey teams?—are similarly ill-informed. (The Tallahassee Farmers? C'mon, that guy wasn't even trying.)
"Turns out Americans still don't know sh*t about hockey," says the spokesperson, before questioning why Canadians would ever bet on hockey with a U.S. sportsbook.
The campaign launched this week during Sportsnet's Hockey Night in Canada, where Sports Interaction is a sponsor. Michael Zitney, director of brand content at Sports Interaction, said that the first wave of advertising contributed to a 27% increase in revenue over the same period.
