The chief marketing officer at TheScore Bet, known for its operations in the sports betting arena,theScore Bet Ontario sportsbook mentioned that the innovative 'Hole Zero' market activation set to take place during this weekend’s RBC Canadian Open at Oakdale Golf & Country Club in Toronto exemplifies their unique approach in the Ontario wagering landscape.
This excitement was amplified by Nick Taylor’s remarkable 72-foot eagle putt that clinched him a sudden-death win against Tommy Fleetwood on Sunday, marking a significant milestone as he became the first Canadian to claim the national golf championship in 69 years.
Hole Zero Center of Attention
Situated above the 7th hole of Thompson's course (one of Oakdale's three nines), while renowned golfers such as Rory McIlroy, Justin Rose, and Tommy Fleetwood were competing below, TheScore Bet created Hole Zero. At this venue, enthusiasts were able to hit golf balls on a genuine 150-yard Par 3 hole, complete with a clubhouse for locker check-ins, professional golf lessons, and opportunities to win various prizes.Corey Conners TheScore Bet, a dominant player in the sports betting sector, has teamed up exclusively with Golf Canada for marketing initiatives.
TheScore Bet, one of theOntario betting apps During our conversation with Aubrey Levy, senior vice president of content and marketing at TheScore Bet, at Oakdale this past weekend:
Q: What inspired the concept of Hole Zero?
Idea For Hole Zero From theScore Bet
A: “The idea emerged from the same creative mindset that brought about Skyline Seats (an initiative from last year’s RBC Canadian Open at St. George’s Golf & Country Club, allowing fans to watch the action from 100 feet in elevation). Our partnership with Golf Canada opened the door for us to craft something compelling and engaging. Our philosophy as a brand centers on how to empower you as a fan and enhance your experience. Our goal is to bring you closer to the event, creating memorable interactions, whether it’s an activation or just being at the game. Last year, we offered a unique perspective from high above; this year, our focus was on delivering an even more immersive experience.”
Q: How can you convert the hundreds of participants in Hole Zero into theScore Bet users?
A: “Not every aspect of our strategy is designed to facilitate a direct link between an interaction and brand engagement leading to betting. We have various other initiatives in place—we also have a special lounge for theScore Bet members located near the 9th hole. It begins with enjoying the event as a fan. My view is: if someone is discovering our brand for the first time, is that experience effectively empowering their fandom? Therefore, the connection isn’t a straightforward path from participation to betting. This event is crafted to elevate your fan experience, supported by us as a betting entity. Our aim is to foster brand loyalty so that when it comes time to think about placing bets, we are top of mind for you.”Ontario sports betting users?
“Success in this realm hinges on partnering with outstanding organizations and maintaining exclusive collaborations.”
Golf is an immensely popular sport, and the events we collaborate with are among the top in Canada (theScore Bet also holds marketing rights for the Canadian Pacific Women’s Open). If you’re looking to engage with golf in Canada, there are few better avenues. Thus, it was an easy decision to partner with Golf Canada over two years ago as we recognized the immense potential this opportunity presented.”
Strategic Marketing Plans for TheScore BetGolf Q: In what ways do marketing strategies like this set you apart from other betting operators in Ontario?
A: “Unfortunately, when examining the landscape across North America, there's often a lack of creativity within the industry. Many have resorted to broad marketing tactics bombarding the market with their messages without real engagement. I’ve observed that the threshold for creativity among operators has been quite low, often prioritizing mere presence rather than how effectively they present themselves. Their focus appears to be more about rapid expansion through partnerships.”
“That was never the approach we intended to take. We always knew we wouldn’t compete on the same financial level as other operators. We chose a different route for our marketing in Ontario, relying on impactful initiatives, because we never aimed to outspend our competition.”
It will be fascinating to see what creative endeavors TheScore Bet unveils at the Canadian Pacific Women’s Open in August, especially considering the event’s location at Shaughnessy Golf & Country Club in Vancouver, B.C., rather than in Ontario.
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(Photo courtesy of Mark Keast)
