A Sports Fan, Not a Brand
The 6th Annual Awards
- Best Sports Betting Content
- Best Use of X
ABOUT THIS ENTRY
X is the go-to platform for sports fans to consume and create content. With this in mind, the BetMGM social team set out on a mission to not just be a sports brand, but to be a sports fan. Instead of asking the audience to come to us for content, we brought the content to them – engaging fans on the only social platform that’s tailor-made to talk about sports 24/7.
How does this represent “Excellence in Engagement”?
Our answer is simple—we continually redefine the idea of excellence on X for everyone in our space.
In a fractured content landscape, it’s more imperative than ever for brands to try to connect with their audiences on a deeper level. The BetMGM social team has established a new way to forge this bond—by maintaining its industry-leading presence on X (the number one platform for sports fans around the world) and uniquely driving conversation by any means necessary. Simply put, we are inspiring the industry to be a fan, not just a brand. We’re challenging the rest of the world to find their audiences and truly connect with them instead of hoping that consumers flock to their content.
The BetMGM brand continues to push industry expectations forward, proving that a boring X feed is just as good as having no X feed at all.
Objective
Although X may have gone through several transformations over the last year, it remains unchanged at its core. It’s still the go-to platform for sports fans to consume and create content. You can find X users talking about any sporting event, anytime, anywhere—from marquee matchups to breaking news to the most niche events imaginable.
With this in mind, the BetMGM social team set out on a mission to not just be a sports brand, but to be a sports fan. Instead of asking the audience to come to us for content, we brought the content to them—engaging fans on the only social platform that’s tailor-made to talk about sports 24/7. We reminisced with followers about our favorite former players, we reacted in real time to some of the craziest moments the sports world has ever seen, and we stoked debates about the present and future of our favorite sports. To be a sports fan is to connect with others, and the BetMGM social team used X to do just that.
Strategy & Execution
In today’s age, social interaction means social media interaction. The predominant way to connect with others is through our phones, and the modern sports fan is no different—yearning to chat with fellow fans through social media. The BetMGM social team structured our X strategy to give the modern sports fan exactly the content they wanted, where and when they wanted it—on a singular platform always buzzing with conversation about every topic.
With the advent of its algorithm-based “For You” tab, X morphed into a multi-faceted forum for up-to-the-second news and user-tailored content. The BetMGM social team leaned into these changes, driving fan-to-fan conversation and engagement through the “For You” tab while continuing to react live to real-time sports updates day and night
From memes and jokes during breaking news and viral moments, to reminiscing about our favorite athletes from decades past, our strategy revolved around the fact that the modern sports fan is eager to converse about everything on X at all times.
Organizations
- BetMGM
Links
Credits
Micheal Nagle
Director, Social Media
BetMGM
Samantha Bobal
Senior Manager, Social Media
BetMGM
Isaac Franco
Social Creative Manager
BetMGM
Michael Schwartz
Manager, Social Media
BetMGM
Dylan Hornik
Senior Social Media Content Creator
BetMGM
Charles Battis
Social Media Content Creator
BetMGM
Rachel Lee
Social Media Content Creator
BetMGM
Sal Maggio
Social Media Content Creator
BetMGM
Bianca Beemer
Social Media Manager, Canada
BetMGM
Michael Demmel
Multimedia Content Producer
BetMGM
Heather Casey
Multimedia Content Assistant Producer
BetMGM
John Franklin
Associate Social Video Producer
BetMGM
Allie Ditkowich
Manager, Social Media Content, iGaming
BetMGM
Julia Lee
iGaming Social Media Content Creator
BetMGM
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.
