When DCGP originally came to us for a campaign to reach traditional sportsbook gamblers, we introduced the world to Don Ciccenowski, a loud and fast-talking salesperson peddling insider tips, tricks and secrets to win big. For the new online casino and sports gambling initiative focused on an audience of 18- to 24-year-olds, we added a new character to the formula. Dickie Ciccenowski—the young, suave, digitally savvy son of Don—broke onto the scene with his slick, can’t-miss online betting system. And the apple didn’t fall too far from the tree. Dickie had the same fast-talking, gimmicky delivery as his father, just slightly adjusted to appeal to a younger online audience.

One of the most striking aspects of this campaign was the strategy behind it. An over-the-top, slick-talking promoter promising free, can’t-miss betting tips drives gamblers to a website. Once there, visitors come face-to-face with the undeniable fact that, if you’re desperate enough to follow the likes of Don or Dickie to a website in search of a sure thing, you may have a gambling problem.