As gambling advertising skyrocketed across Michigan’s media landscape, young males—particularly those ages 18-24—became increasingly vulnerable to developing gambling-related problems. With research showing that one in five people with a gambling disorder have attempted suicide, and up to half have experienced suicidal ideation, the dangers go beyond financial harm.
To address this, the Michigan Gaming Control Board (MGCB) partnered with King Media to develop Mini Me, a singular, research-driven video within the larger “Don’t Regret the Bet” responsible gambling campaign.
Our objective was to create content that cuts through the digital clutter and inspire young adults to think twice about their gambling habits—without shaming or lecturing. With Mini Me we set out to:
Though part of a larger initiative, Mini Me was designed to stand on its own: a powerful, accessible message tailored to resonate with a hard-to-reach audience. Every element—from platform strategy to tone—was aligned around one clear goal: to plant the seed for smarter choices and position MGCB as a trusted voice in responsible gambling.
Identifying the Risk
As legalized gambling expanded across Michigan, young men aged 18-24 became increasingly exposed to high-frequency, high-intensity advertising. This demographic—more likely to take financial risks, be influenced by peers, and less likely to seek help—was slipping into dangerous patterns at alarming rates. In response, the Michigan Gaming Control Board (MGCB) and King Media developed Mini Me, a purpose-built video within the broader “Don’t Regret the Bet” campaign, designed to break through the noise and offer a smarter, stigma-free alternative.
Data-Driven Creative Strategy
The strategic foundation for Mini Me was built through in-depth research. Using tools like comScore, Nielsen, Scarborough, and MGCB-provided data, we identified young adult males as a priority audience and Snapchat, Instagram, Facebook, and Gas Station TV (GSTV) as the most effective platforms. The tone had to be authentic, relatable, and far from preachy. The concept needed to be memorable—something that would make a viewer stop scrolling, watch to the end, and maybe even share.
Creative Concept: Humor with Purpose
Mini Me paired live-action with hand-drawn animation to capture the internal tug-of-war many young men often feel when gambling—the impulsive urge versus the smarter instinct. The “mini me” on the shoulder offered a humorous, stylized way to illustrate the conflict and potential consequences without shame or fear. The visual device created both entertainment value and introspection—prompting viewers to consider: What would your smarter self say?
Platform-Specific Execution
Execution was precise and platform-optimized. Mini Me was created in multiple aspect ratios (9:16, 1:1, 16:9) to ensure seamless performance across placements. On social, we prioritized Reels and Stories—formats ideal for short, vertical storytelling with high view-through potential. Behavioral targeting and geofencing allowed us to reach individuals recently visiting gambling sites, sportsbooks, or casinos.
On GSTV, Mini Me ran in high-traffic metro areas near casinos and entertainment districts, ensuring contextual relevance. Its short, punchy format was well-suited to gas pump screens, where retention is high but attention spans are limited. The video achieved a 100% completion rate—exceeding GSTV’s benchmark by 10%.
Driving Action Through Integration
Each placement directed viewers to DontRegretTheBet.org, where they could access self-assessments, resources, and the Problem Gambling Helpline. The video’s message, “Play it smart,” served as both a call to action and a mindset shift. This strategic approach helped us with our biggest challenge—reaching men ages 18-24 right at the moment when gambling was presented to them.
A Targeted Intervention That Resonates
Ultimately, Mini Me was a tightly executed blend of data, creativity, and empathy—built to challenge harmful habits with humor, not shame. It met young men where they were, delivered a message they could hear, and moved the needle in a space often overlooked by public health campaigns.
Mini Me succeeded in meeting—and exceeding—our objectives: reaching young men at risk, engaging them with nonjudgmental messaging, and driving meaningful action.
On social platforms including Snapchat, Facebook, and Instagram, Mini Me generated over 255,000 impressions and reached 149,345 individuals—a strong performance for a narrowly defined, behavior-based audience. Even more notably, the video earned 13,059 clicks, making it the top-clicked asset in the Michigan Gaming Control Board’s “Don’t Regret the Bet” campaign to date. This 5.1% click-through rate far exceeded the industry benchmark of 0.9%, signaling strong relevance and engagement.
On Gas Station TV (GSTV), where attention spans are short, Mini Me delivered more than 2.2 million impressions and achieved a 100% completion rate—outperforming platform benchmarks by 10%. These placements were concentrated near casinos and sports venues, maximizing contextual relevance.
Most importantly, early public health indicators are promising. According to MDHHS, calls to the Problem Gambling Helpline decreased by nearly 20%, while the percentage of callers receiving treatment or attending support groups increased to 19%—suggesting greater awareness, earlier intervention, and deeper engagement with available resources.
Mini Me wasn’t just the most clicked—it was one of the most effective at sparking pause, reflection, and action. It reinforced MGCB’s role as a trusted resource and contributed meaningfully to creating a healthier gambling landscape across Michigan.
