Campaign Wins Platinum dotCOMM Award
EAST LANSING, MI: King Media has been recognized with a Platinum dotCOMM Award in partnership with Michigan Gaming Control Board (MGCB) for its “Mini Me” video, part of the broader Don’t Regret the Bet responsible gaming campaign. The dotCOMM Awards are an international competition honoring excellence in digital communication, with Platinum designations reserved for the highest-scoring entries worldwide. With more than 2,500 entries submitted globally, King Media was awarded Platinum – the top recognition in the Digital Marketing Campaign category.
The responsible gambling campaign addresses rising concerns of problem gambling, particularly among high-risk groups, expanding our efforts to include high school-aged teens and college-aged adults. Research shows the earlier a person starts gaming or betting, the greater the risk of developing gambling-related issues within 2-6 years. With widespread promotion of sports betting, young people are being exposed to gambling at an unprecedented rate. This makes early intervention essential.
The MGCB, whose mission is to ensure fair and honest gaming and to protect the interests of Michigan citizens, emphasized the importance of prevention messaging for youth and young adults.
“We’re honored that the ‘Mini Me’ commercial has received Platinum recognition from the dotCOMM Awards,” said MGCB Executive Director Henry Williams. “This campaign was carefully crafted with a message that is relatable and free of stigma, encouraging smart choices around gambling. Collaborating with King Media has allowed us to deliver that message in a way that resonates and, most importantly, makes a difference.”
The “Mini Me” spot was designed to counter the surge of gambling ads saturating Michigan’s media following legalization. Young males ages 18-24 were identified as a particularly vulnerable audience, engaging with online and sports betting at alarming rates. To reach them effectively, the creative combined hand-drawn animation with live-action footage, delivering a message that was approachable, memorable, and free of stigma, resonating with our target market.
The campaign ran across 10 Michigan Demographic Market Areas (DMAs), amplified by placements on Facebook, Instagram, Snapchat, Gas Station TV (GSTV), and Digital Out-of-Home (DOOH). Creative also played during events like the NFL Draft, NCAA tournaments, and NFL games. On GSTV, the “Mini Me” video achieved more than 2.2 million impressions statewide and a completion rate of 100 percent, exceeding industry benchmarks in every tactic.
“At its heart, this campaign is about helping people pause before gambling becomes a problem,” said Coleen King, Founder and Principal of King Media. “Winning a Platinum dotCOMM Award is a wonderful honor, but what matters most is knowing that ‘Mini Me’ reached young people in a way that felt real and supportive. When communication helps someone make a safer choice for themselves or their family, that is the true measure of success.”
For more information on Don’t Regret the Bet, visit DontRegretTheBet.com
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For more information, please contact King Media at 517.333.2048.
