BetMGM introduces “It Happens Here” campaign with Emmy and Golden Globe-winning actor Jon Hamm. The campaign showcases the operator’s “Make It Legendary” brand platform in anticipation of the football season.
Hamm is the face of the four-spot advertising campaign for BetMGM, named “It Happens Here,” and developed in collaboration with independent creative agency CAPE. The campaign unifies sports betting, iGaming, rewards, entertainment, and fandom into a single brand narrative, according to a press release.
Hamm is featured in four multi-channel spots filmed inside the Legends Lounge, a venue specifically created for the shoot, blending the atmosphere of a sportsbook and casino with the exclusivity of a speakeasy and the energy of a Las Vegas entertainment destination.
BetMGM has announced plans to extend the Legends Lounge concept beyond the ad spots through future in-person activations and experiences.
“The Legends Lounge is a world full of unexpected moments and memorable characters, and I enjoyed helping bring it to life for BetMGM’s new campaign. It’s clever, entertaining, and a lot of fun,” Hamm said.
“As we approach the most thrilling time of year for our players, we wanted to create a campaign that embodies the essence of BetMGM while tapping into MGM Resorts’ entertainment heritage,” said Matt Prevost, Chief Revenue Officer at BetMGM.
The initial ad, “Raise the Stakes,” premiered on Saturday, August 29, introducing viewers to the Legends Lounge setting. Additional segments will be broadcast on television, social media, digital platforms, out-of-home displays, and BetMGM’s own properties throughout the football season.
The campaign marks the first significant project under the extended partnership between BetMGM and CAPE, which previously collaborated on BetMGM’s responsible gambling campaign “Mullet Over” and the “Lucky Doe” ad for Borgata Online.
“The ‘It Happens Here’ campaign captures the essence of what makes BetMGM unique: sports, entertainment, iGaming, and a touch of humor,” said Casey Ritts, Co-Founder and CEO of CAPE.
“The Legends Lounge provides a rich new storytelling environment for the brand, and Jon Hamm brings the perfect wit and personality to this campaign. We are excited to expand our partnership with BetMGM and develop ideas that will become lasting brand expressions.”