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Hard Rock Bet‘s ‘You Did It, Florida’ campaign was recognized as the Marketing & Sponsorship Campaign of the Year at SBC Awards North America 2024, edging out a crowded field of finalists. Awards were handed out May 9 in New York.

The award-winning campaign was created by Hard Rock Bet for the launch of sports betting in Florida and was set to a catchy song, appropriately titled “Legal in Florida,” that was written and developed by Hard Rock Bet’s in-house Creative Team. The team’s creative vision was brought to life in partnership with Anonymous Content and director Jason Koenig.
Hard Rock Bet’s launch in Florida was different – and so too was its inaugural campaign, which featured vibrant colors and had a celebratory feel. The spots open on representative groups of Floridians frustrated over their lack of access to legal sports betting. Upon learning that Hard Rock Bet is now legal in the state, Floridians of all walks of life come together in spontaneous celebration that becomes a full-on party down main street.
Simply put, the campaign worked. The campaign for ‘Florida’s Sportsbook’ launched on the same day as online and in-person sports betting officially launched in Florida (December 7, 2023) — with a 60-second hero spot, along with 30-second and four 15-second versions across tv, radio, and digital – and aired across nearly all Florida media markets. According to CNBC, over 700,000 bets were placed on Hard Rock Bet on the ad’s debut date in the lead up to a Thursday Night Football game.

‘You Did It, Florida’ is also shortlisted for EGR North America 2024’s Marketing Campaign of the Year Award.