OLG, Twitter and so.da on Thursday said they have collaborated to create a new interactive digital sports betting series known as OLGGame Plan.
OLG is a crown agency that delivers entertainment experiences to residents of the Province of Ontario. so.da is a social digital agency.
OLGGame Plan launched online Thursday. It is hosted by Ashley Docking and Brad Smith.
OLGGamePlan is the 10th custom content series developed under the Twitter Originals Fueled by so.da program. It is so.da’s first always-on sports series, Twitter's first brand-led sports betting show in Canada, and OLG’s first sports program.
The series will drop new episodes weekly alongside exclusive sports content, all available on a new digital OLG hub and on Twitter. It will be filmed in Toronto, Ontario, on a new custom-built set, the parties said.
OLGGamePlan hosts Docking and Smith reportedly will deliver “digestible” sports analysis to help fans make smart picks on their favorite teams, games and players. The series also will feature weekly interviews with sports legends and luminaries, alongside interactive content.
The first episode of the series premieres just in time for a look at this year’s Super Bowl LVI matchup between the Cincinnati Bengals and the Los Angeles Rams. Docking and Smith will sit down with San Francisco 49ers legend and three-time Super Bowl MVP Joe Montana to discuss predictions, picks and odds for the big game.
Twitter Originals Fueled by so.da launched in 2018 and has seen nine programs with some of Canada’s well-known brands, including PowerUp with Samsung Canada, DestinationDishes with CIBC, BestNightIn with Stella Artois, ShopSmallStories with Amex Canada, and KraftPBTV with Kraft Peanut Butter.
The parties said the previous programs achieved reach and awareness, averaging more than 50m views per series.
“Twitter Originals Fueled by so.da is a program that connects consumers with brands through custom content, driving meaningful engagement,” Dervla Kelly, Senior Vice President, Marketing & so.da, Corus Entertainment, said in a statement. “The betting space is exploding and we are excited to be working with OLG on our latest content venture with this interactive series. In total, we will be delivering more than 800 pieces of content for the run of series.”
David Pridmore, OLG’s Chief Digital & Strategy Officer, added: “Game Plan gives sports bettors in Ontario the inside scoop on entertaining and informative content, and who better than Joe Montana to kick off pre-game insights around Super Bowl LVI?”
Shay Thiyagarajah, Partnerships Manager, Twitter Canada, said OLGGamePlan “will be an all-star addition to the Canadian sports conversation on Twitter.
“With Twitter users being 51% more likely to have used a betting, gambling or lottery website or app, we know OLGGamePlan is exactly the kind of content our sports audience craves,” Thiyagarajah said. “In our latest Twitter Originals program with OLGGamePlan, we will be working with so.da and OLG to deliver a unique sports betting experience that will equal parts inform and entertain in each episode.”
so.da describes itself as a full-service, specialized social digital agency offering strategy, community management, content production, analytics and social listening, talent and influencer integration. In addition to managing Corus’ portfolio of brands in the social space, including Food Network Canada, HGTV Canada, Global TV, Slice and W Network, so.da works with many of Canada’s leading brands to support their social strategy and content production.
OLG is a crown agency that says it contributes to a better Ontario by delivering entertainment experiences to its customers. OLG says operates it in a socially responsible way, conducts and manages land-based gaming facilities, the sale of province-wide lottery games, Internet gaming, and the delivery of bingo and other electronic gaming products at Charitable Gaming Centres. OLG also helps support the horse racing industry in Ontario. Since 1975, OLG has provided approximately $55bn to the people and Province of Ontario to support key government priorities such as health care, the treatment and prevention of problem gambling, and support for amateur athletes.
