BetMGM is for Everyone | 6th Hashtag Sports Awards

BetMGM Is for Everyone

BetMGM

The 6th Annual Awards

Nominee ✨
  • Best Advertisement: 60 Sec and Under
  • Best Communications Strategy
  • 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.

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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

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.

 

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