After successfully launching I Lost a Bet a few weeks earlier, Ohio for Responsible Gambling wanted to take the message to the fans of college basketball’s end-of-season gambling tour de force – March Madness.
We took advantage of the opportunity to create a targeted promotion that would resonate with our audience of young male bracketologists.
The campaign was made up of tournament-themed animated pre-roll videos incentivizing viewers to take a break from primary-screen basketball-watching and learn a little more about the dangers of overzealous gambling at the I Lost a Bet website.
With a refreshed look and message, the I Lost a Bet campaign continued to gather steam.
Most importantly, the increase in traffic meant more at-risk guys were learning about problem gambling than ever before.