Online sportsbooks and gambling operators, like casino Adrenaline, are embracing celebrity endorsements en masse to attract new players. According to 46% of U.S. shoppers, celebrity backing positively influences purchase decisions, a star factor operators are banking on. But the enormous reach these deals provide comes with risks if improperly managed. For every smash success, there’s a painful PR failure.
Navigating endorsement partnerships requires strategic foresight to amplify the benefits and control the downsides. The sizable marketing investment must maximize impact and prevent brand damage from hype backlash or scandal spillover. Executing tailored social campaigns and diligently vetting celebrity ambassadors are paramount.
Securing the Right Alliance
At their best, A-listers turbocharge awareness by lending aspirational qualities and tapping into their network of fans. Choose a poorly suited face, however, and endorsement efforts fall flat or actively disengage. The ideal pairings demonstrate authentic compatibility.
- Relevance – The celebrity must have some logical connection, be it a background in sports, competitive gaming or existing gambling image, to avoid seeming randomly slapped together solely for attention. Fans detect and revolt against inauthenticity.
- Values Alignment – As public figures, celebrities also represent a set of values which must resonate with the brand. Any ideological disconnect risks blowback and accusations of “selling out” from a star’s supporters.
- Engaged Audience – Having legions of followers means little without active, growing bases across social media. Trending celebs guaranteeing millions of impressions and high engagement prove marketing gold versus waning stars.
International model and actress Emily Ratajkowski’s surprise partnership with betting platform FanDuel marks one fruitful alignment. “That Harrah’s commercial makes sense because EMRATA loves Vegas,” praised one fan account of the collaboration.
Maximizing Social Strategy
Celebrity social media reigns supreme for consumer outreach. Instagram and Twitter partnerships especially enable direct lines to target betting demographics through viral user-generated content.
Leverage Existing Networks
Rather than building from zero, utilize a celebrity’s pre-built platform and loyal followers. Have the star announce the deal via Instagram stories or Twitter threads to prompt mass sharing amongst current devotees.
Facilitate Gamified Contests
Prompt sweepstakes entries or gameplay through social stunts like “Bet with Brady” contests or livestreaming prop bets to label fans part of an exclusive “in crowd” alongside stars.
Seed Chatter in Communities
Spark authentic buzz by relaying content to key online betting communities on Reddit or Discord. Positive grassroots chatter manifests into FOMO driving sign-ups beyond paid boosting.
MGM Resorts hit promotion gold by sponsoring televised TNT NBA games headlined by megastars like Shaq and Charles Barkley. The mid-game segments seamlessly touting the operator generate visibility while keeping up with the spirit of basketball culture. Barkley’s self-deprecating gambling addiction confesses endear him to betting crowds.
Mitigating Negatives of Using Star Power
However, each betting-celebrity alliance brings risk ranging from poor reception to full PR disasters. Brand guardrails must defuse downside scenarios.
Backlash Upon Announcement
Blowback for an out-of-touch or “sell out” pairing requires preemption with planted social chatter praising authenticity and media briefings arguing logic.
Scandals and Controversies
Stars raise volatility. Actors’ personal scandals or athletes abused for losing casino trustly bets should tighten – not terminate – deals enabling thoughtful brand separation.
Overexposure Fatigue
Flooding channels risks aggravating users. Campaign fatigue sets in rapidly with celebrities. Limit social promotions to create a controlled sense of exclusivity and novelty surrounding the star affiliation.
The ill-fated partnership between record labels and gambling apps ended promptly in consumer protection complaints. Critics called out irresponsible marketing clearly targeting youthful audiences. Brands must exercise caution pairing vice with pop culture icons.
