The Michigan Gaming Control Board's (MGCB) efforts to promote responsible gambling have paid off, quite literally, with the highest honor attainable from the dotCOMM Awards. The agency's "Mini Me" commercial, a central piece of the 'Don't Regret the Bet' responsible gaming campaign, has nabbed a 2025 Platinum dotCOMM Award — the competition's crowning achievement — for its standout use in the realm of Social Media Marketing.
Intending to engage the particularly vulnerable age group of 18-24 year olds according to the Michigan Gaming Control Board's news release, the "Mini Me" ad creatively intertwines hand-drawn animation with live-action sequences which, without a doubt, has struck a chord across several digital platforms and has resonated with its young audience, research has shown this demographic is at an increased risk of gambling-related problems, hence the tailored approach of the campaign.
With statistics to back up its effectiveness, the commercial has racked up 255,781 impressions and reached 149,345 individuals, not to mention an impressive 13,059 clicks, as per the same source. On Gas Station TV alone, it achieved more than 2.2 million impressions and maintained a 100% completion rate, surpassing industry benchmarks by a substantial 10 percent margin.
Collaboration seems to key to the campaign's success, with the MGCB teaming up with King Media to spread their message through TV, radio, and an array of online mediums, Coleen King, the founder of King Media, emphasized their collective desire to create work that transcends mere creative flair and also instills positive change, remarking “This award validates the power of that mission—and it inspires us to keep pushing forward in our shared commitment to prevent problem gambling before it starts," expressing great pride at the international recognition, per the Michigan Gaming Control Board.
