Pro-Line Promotes the Pre-game

From Strategy Online

By Harmeet Singh

OLG is continuing to evolve the marketing for its Pro-Line brand, this time by focusing on the pre-game.

The organization released a new Pro-Line mobile app at the end of August, serving essentially as a digital ticket builder for fans, says Caspar Yue, integrated marketing communications manager at OLG.

The purchasing process for Pro-Line has been pretty “arduous and old school” up until now, he says. Consumers have to pick up their selection sheets in-store, make their picks, then have it scanned back at retail to get their ticket. The app aims to simplify that by letting users make their picks from home and have their phones scanned at retail to get their ticket.

To promote the app, Yue says OLG saw an opportunity in the pre-game ritual, using that as the jumping off point for creative, led by Toronto agency The Hive. The new spots feature Pro-Line enthusiasts making the app part of their existing pre-game rituals, from handshakes to dances.

Read the rest at Strategy Online.