‘Know When To Stop,’ Says Sportsbook Ad Ending In A Deposit Match Code
The company says the spot is part of a responsible gambling campaign. The code, STOP50, is valid until Sunday.
CHICAGO. A new television advertisement for the sportsbook Pickwick Sports opens on a man sitting alone at a kitchen table late at night, looking at his phone, while a narrator says in a low, caring voice, “Know when to stop.” It then cuts to fireworks over a stadium and the code STOP50, which gives new customers a 50 percent match on their first deposit.
We wanted to meet people where they are, which is in the app. The message is simple. Know when to stop, and when you do, we have a code for that.
The spot began airing on Sunday as part of the company’s Steady Hand campaign. A second advertisement, titled “Come Back Stronger,” offers a free bet to customers who come back within 48 hours.
A frame-by-frame review by Gambling Paper found that the words “Know when to stop” are on screen for 1.6 seconds, in pale grey type. The code is on screen for 22 seconds, in gold, and is read out twice.
Viewers who scan the QR code on the man’s refrigerator are taken to a page headed Your limits, your way, where the daily deposit limit is already set to “none.”
Whitcombe said the advertisement had tested well, and that 88 percent of a focus group could recall the code a week later. The other 12 percent, she said, have been sent it again.
