BetMGM Is for Everyone
The 6th Annual Awards
- Best Communications Strategy
- Best Advertisement: 60 Sec and Under
- Best Integrated Campaign
ABOUT THIS ENTRY
As a part of BetMGM’s first time appearing on the Super Bowl, our main goal was to drive awareness and increase Super Bowl bets. Additionally, with the Super Bowl taking place in Las Vegas, it felt like the right play for BetMGM to show up in our own backyard.
How does this represent “Excellence in Engagement”?
Sports betting has been the domain of a young male audience. BetMGM saw a chance to grow our brand by being more inclusive. And we did that by excluding the most popular name in sports—Tom Brady.
The unusual approach also taps into a growing female sports betting market.
We used Tom Brady’s crossover appeal to launch two weeks before Super Bowl to his 15 million followers. We followed that with a robust communications plan to ensure people were downloading the app and signing up long before Super Bowl Sunday. By kickoff, our campaign had already achieved our KPIs.
Objective
BetMGM is a challenger brand in the mobile gaming and sports betting space, trailing our two main competitors in media spend and downloads. We needed to increase new player acquisitions (downloads) and Super Bowl bets. As a part of BetMGM’s first time appearing on the Super Bowl, our goal was to drive downloads and increase Super Bowl bets. Additionally, with the Super Bowl taking place in Las Vegas, it felt like the right play for BetMGM to show up in our own backyard.
Strategy & Execution
The Super Bowl was the perfect place to reach the largest number of consumers - but we needed a robust communications plan to roll out long before the game started to build interest and get consumers to download the app before the game.
Organizations
- BetMGM
- Highdive
- Biscuit Filmworks
- Cutters Studios
- Another Country
- Kevin
- Meticulous Timing
- Marmoset Music
- CMC Forecast
- Creative License
- Ether Artists
Links
Featured
- Vince Vaughn
- Tom Brady
- Wayne Gretzky
Credits
Matt Prevost
Chief Revenue Officer
BetMGM
Ray Doyle
VP, Brand & Acquisition
BetMGM
AJ Mazza
Director, Brand
BetMGM
Michael Kalfus
Senior Manager, Brand
BetMGM
Victor Gonzalez
Senior Director, Creative
BetMGM
Kevin MacPherson
Associate Creative Director
BetMGM
Micheal Nagle
Director of Social Media
BetMGM
Giulianna Cannizzo
Senior Producer
BetMGM
Jennifer Arapoff
Director of Public Relations
BetMGM
Chad Griffin
Senior Manager, Ambassador Partnerships
BetMGM
Melissa Nicole
Senior Legal Counsel - Commercial, Payments & e-Commerce
BetMGM
Gregory Berger
Director of Digital Marketing
BetMGM
Megan Lally
CEO
Highdive
Mark Gross
Co-Founder, Chief Creative Officer
Highdive
Chad Broude
Co-Founder, Chief Creative Officer
Highdive
Jen Passaniti
Head of Production
Highdive
Alex Zamiar
Group Creative Director
Highdive
Jonathan Richman
Group Creative Director
Highdive
E.B. Jackson
Group Account Director
Highdive
Diana Saenz
Account Director
Highdive
Lauren Giwa-Amu
Senior Account Executive
Highdive
Will St. Clair
Executive Producer
Highdive
Lindsay Vetter
Senior Producer
Highdive
Joe Nio
Chief Strategy Officer
Highdive
Jeff Low
Director
Biscuit Filmworks
Heather Richardson
Executive Producer
Cutters Studios
Peter Erazmus
Sound Design/Mix
Another Country
Jami Schakel
Sr VFX Producer
Kevin VFX gra
Graham Micone
Vice President of Music & Talent
Creative License
Erik Umphery
Photographer
Erik Umphery
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
