When PointsBet, Australia’s fastest-growing sports betting company, launched in the U.S., they needed a standout campaign to capture attention in a market new to online sports betting. With more markets than any other online bookmaker, PointsBet positioned itself as the solution. The answer to their U.S. launch? NBA legend Allen Iverson, famously known as The Answer.
PointsBet faced a unique challenge: breaking into the U.S. sports betting market where online betting was still new and unfamiliar to many. With punters seeking reliable, expert options, PointsBet had to stand out from the competition. The solution was to find a brand representative who could embody both expertise and personality. Enter Allen Iverson, an 11x NBA All-Star, MVP, and Hall of Famer, whose nickname—The Answer—was a perfect match for PointsBet’s message. We set out to leverage Iverson’s fame and distinct personality, not just as a spokesperson, but as the embodiment of sports betting wisdom.
To bring this idea to life, we transformed Iverson into The Answer—an all-seeing, all-knowing sports betting guru. In a series of humorous, highly stylized scenarios, PointsBet’s “ideas men” would seek out Iverson whenever they couldn’t come up with a great new offer. Whether interrupting him as he caught a fly while doing the splits on two basketballs or asking for advice in his eccentric office, Iverson always had the answer.
The campaign consisted of a series of interchangeable scenes and scenarios involving Iverson, giving PointsBet a vast bank of assets to use across different promotions and offers. This approach not only maximized the use of their celebrity spokesperson but also kept the campaign fresh and engaging over time.
The Answer campaign succeeded in breaking away from typical celebrity endorsements by leaning into Iverson’s larger-than-life persona and humor. Rather than using him as a standard brand ambassador, we created a unique narrative around his personality, making him a memorable figure in the PointsBet universe. The campaign helped position PointsBet as an expert in the industry while also entertaining and engaging sports fans across the U.S.
