BetMGM unveiled a three-part teaser campaign ahead of the Big Game debut of its flagship TV commercial starring NFL all-time-great Tom Brady and hockey legend Wayne Gretzky alongside comic actor Vince Vaughn.
The idea is that BetMGM, one of seven official NFL sports betting partners alongside the likes of Fox Bet, FanDuel, DraftKings and Caesars, is for everyone that loves sports betting.
Created with agency Highdive, the teaser previews features Brady, Gretzky and Vaughn in conversation, whilst offering a sneak peek into BetMGM’s entertaining Big Game content and sports betting services
The TV campaign kicked off on 18 January with ‘Too Close’, while ‘The Other Way Around’ was posted on the brand’s own online platforms on 20 January and ‘Greatest’ dropped on 24 January.
The main Big Game ad itself, called ‘Tom Has Won Enough’, dropped online from 27 January across the brand’s digital channels and social platforms.
As part of a comprehensive product and marketing strategy to boost the brand’s presence around the game, BetMGM also hosts a series of events and promotions linked to the Super Bowl including the ‘BetMGM Big Game Bash’ at The Cosmopolitan of Las Vegas headlined by Luke Combs, as well as a ‘BetMGM Touchdown In Vegas Sweepstakes’.
Our Big Game Bash featuring #LukeCombs is nearly SOLD OUT 🎤
Join us at the Cosmopolitan’s Chelsea on 2/10
🔗: https://t.co/q45KGZTzlt pic.twitter.com/1Br2mmwXP6
— BetMGM 🦁 (@BetMGM) February 6, 2024
Outcome
The social spot series generated more than 300,000 views on the brand’s YouTube channel alone. Within two weeks of launch.
After decades when the NFL and betting were far, far apart, in recent years the biggest annual US sporting event has moved closer and closer to the gambling industry to the extent that the two now seem inseparable partners. Thus, the campaign is a major marketing moment for BetMGM as it seeks to position itself prominently during the Big Game by showcasing how host city Las Vegas is the home of football, of sport, of gambling and of BetMGM.