The Michigan Gaming Control Board (MGCB) has achieved a significant milestone in its efforts to promote responsible gambling by winning a prestigious award at the dotCOMM Awards. The agency’s “Mini Me” commercial, a key element of the ‘Don’t Regret the Bet’ responsible gaming campaign, has received the coveted 2025 Platinum dotCOMM Award, which is recognized as the highest honor in the competition for excellence in Social Media Marketing.
The “Mini Me” commercial was designed specifically to engage the vulnerable demographic of 18-24 year-olds. According to the MGCB’s announcement, this age group is at a higher risk of developing gambling-related issues, which led to the creation of a targeted campaign. The ad combines hand-drawn animation and live-action sequences, effectively resonating with its intended audience across various digital platforms.
The campaign’s impact is evident in its impressive statistics. The “Mini Me” ad has garnered a total of 255,781 impressions and reached 149,345 individuals, resulting in 13,059 clicks as reported by the MGCB. Notably, on Gas Station TV, the commercial achieved over 2.2 million impressions and maintained a completion rate of 100%, exceeding industry benchmarks by 10 percent.
Collaboration has been a cornerstone of the campaign’s success. The MGCB partnered with King Media to amplify their message across television, radio, and various online platforms. Coleen King, the founder of King Media, highlighted their joint commitment to creating impactful content. She stated, “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.” Her remarks reflect the pride felt by the team at receiving international recognition for their work.
As responsible gambling initiatives gain increasing importance, the MGCB’s campaign stands out as a noteworthy example of effective outreach. The recognition from the dotCOMM Awards not only underscores the creativity of the “Mini Me” commercial but also signals a significant step forward in efforts to foster awareness and prevention of gambling-related problems among young adults. The MGCB’s achievement illustrates the potential for media to drive positive change in communities by addressing pressing societal issues.
