US hip hop-turned-country icon Post Malone is set to star in the latest marketing campaign for Hard Rock Digital.
The Roll With Us campaign was created by agency 72andSunny New York for Hard Rock Bet, with support from Redline Media Group and Hard Rock Digital’s internal creative team. The first commercial as part of the campaign is set to Ante Up (Robbin Hoodz Theory) by M.O.P.
Post Malone stated on the collaboration: “It’s always a blast working with Hard Rock. It’s sports. It’s music. It’s entertainment. When Hard Rock Bet says ‘Roll With Us’ they mean it. They’re bringing everyone in. That’s what I’m all about.”
It comes following the release of Post Malone’s latest album F-1 Trillion as he continues to elevate his status as an artist through hitting the road on his album Tour.
Matt Primeaux, Executive Managing Director and President of Hard Rock Digital, commented: “Our message is simple — no matter who you are or how you play, we want you to Roll With Us at Hard Rock Bet. Just like our previous campaigns, it was important for us to have our players be able to see themselves represented in these spots, especially for those in Florida kicking off their first football season with legal sports betting and that have enthusiastically embraced our top-rated app.
“For a brand that lives at the intersection of sports, music, and entertainment, Post Malone was the perfect partner for our campaign, providing an authentic representation of our Hard Rock ethos.”
The campaign will appear in major markets across the country, and include television, streaming TV, radio, streaming audio, social media and out-of-home activations.
It continues a trend of operators tapping into the following of major ambassadors from the music sector in order to maximise their presence within the US market.
Fellow music legend John Legend also recently featured in the Roll with Us campaign for Hard Rock, alongside Noah Kahan.
Kahan stated: “I’m so honoured to be part of this Hard Rock effort and to have the opportunity to record my take on one of the greatest songs ever; I can’t wait for fans to hear it in the campaign.”
