PRO•LINE: The Ritual

Ontario Lottery and Gaming


  • Brand Strategy
  • campain management
  • Marketing Strategy
  • Mobile Application
  • Video Production
  • Creative Campaign

The launch of PRO•LINE's new app gave players greater access to their ticket, allowing them to preview, tinker and play with their picks. To promote this increased pre-game access PRO•LINE turned to The Hive. The key was to fuel that anticipation for the game.

We knew that sports fans and wagerers often have pre-game routines, habits and superstitions. By finding unique and authentic pre-game behaviors from the world of professional sports, we were able to adapt them to show our PRO•LINE players using them as a form of pre-game prep before making their in-app selections.

We created several vignettes tailored to specific sports, which allowed us to create shorter-form content. The resulting spots were relevant to each key PRO•LINE sport. We maximized their effectiveness by placing them in sports-specific media and programmatic buys against specific sports interests.

By the end of the campaign we totaled 120,000 app downloads, representing 32% of the total player base. What’s more, players engaged with the app. The percentage of tickets built via the app steadily grew throughout the campaign. By the end, this number represented over $13M in sales, almost tripling our goal.

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