Hard Rock Digital bolsters marketing experience through WITHIN hire
New York-based performance branding firm tapped as digital media agency of record for Seminole-backed sportsbook
Hard Rock Digital has confirmed the appointment of WITHIN as its digital media agency of record (AOR).
As part of this relationship, the New York-based performance branding firm will work with the Seminole Gaming subsidiary to create an “integrated data-driven approach” to the digital strategy of the Hard Rock Sportsbook app.
It is understood WITHIN will design an omni-channel media program, using iterative assets and real-time data, to promote the app and drive awareness and downloads.
In addition, acting as the AOR, WITHIN will collaborate with Hard Rock Digital to ensure that its marketing and business objectives are aligned with campaigns across all media channels.
Hard Rock’s sportsbook is active in Arizona, New Jersey, and recently expanded into Virginia, however a launch in the Seminole Tribe’s home state of Florida was torpedoed in December following the annulment of the tribe’s 30-year compact with the Sunshine State.
“We’re excited to introduce Hard Rock Sportsbook to fans in multiple states across the country, and digital strategy will be key to our success and growth,” Hard Rock Digital CMO and MD of marketing John Koller said.
WITHIN works with a number of high-profile US businesses including Nike, Facebook, BOSS, and US-based fashion brand Forever 21, with the Hard Rock deal marking its first foray into gambling marketing.
“We look forward to working with Hard Rock Digital to build a media strategy that will maximize reach and lifetime value while providing a fresh, new way to engage devoted consumers who already love the brick-and-mortar Hard Rock experience,” WITHIN founder and CEO Joe Yakuel said.