“They want to have a tremendous presence when everyone’s there for the game. The convergence of Super Bowl betting, MGM, them having such a presence in Vegas and being part of their core DNA is just the perfect (convergence),” said Gross.
The Highdive team shot the spots in Las Vegas and the Bellagio fountain will make an appearance. Gross said that having sports books in its casinos gives the brand legitimacy and a higher quality brand perception than some of the other gaming apps.
Post-game plans
The spots with Brady, Vaughn and Gretzky are essentially a one-off campaign for the Super Bowl, but Highdive will work with the other stars on BetMGM’s roster, including Jamie Foxx, and Kevin Garnett moving forward.
Gross said that the remit as AOR will also include other facets on the BetMGM business, which includes a casino app, a “responsible gambling” campaign, as well as social.
“There will be some social activations and some earned and digital in there. We haven’t gotten to that yet, but that will be part of the scope this year,” said Gross.
BetMGM has previously worked with 72andSunny on campaigns with Foxx and Vanessa Hudgens and others.
