PokerStars has created #GameOn with brand ambassadors, Usain Bolt and Kevin Hart, who will challenge each other in a battle of the wits.
PokerStars has launched a campaign which places brand ambassadors, Usain Bolt and Kevin Hart, at the fore of its #GameOn challenge. A battle of the wits, both will use the metrics of their social media channels as scorecards, allowing fans to decide who wins.
The contest will culminate in a live showdown during the PokerStars Championship Bahamas in January. Embracing the core qualities and skills of the game, the push will focus on several key aspects such as reading people, bluffing, and risk management.
“Usain and Kevin represent two of the most popular personalities on social media, each with unique characteristics and loyal worldwide fans,” said Vadim Soloveychik, Director of Marketing at PokerStars. The push was produced by London creative agency, Gravity Road.
The face-off is designed to shake up the digital sphere, and follows the global success of #raiseit, a past brand effort which featured football sensations, Neymar Jr, Ronaldo Luis Nazario, and Cristiano Ronaldo, alongside basketball heavyweight, Dwyane Wade.
The athletes displayed impressive skills in a bid to out-do each other. Meanwhile, the Bolt-Hart rivalry returns four years after the pair first took each other on during an NBA All-Star celebrity game which saw the comedian defeat his fellow contender on the basketball court.
“Many brands treat social media as a collection of consumers and not audiences. That understanding of what people want to spend time with is hard-baked into the #GameOn idea,” said Mark Boyd, Founding Partner of Gravity Road.