Action film actor Jean-Claude Van Damme is the star of the Belgian online gambling and online casino’s new campaign, 777.be. The new deal will allow the movie star to continue his association with local sports betting until 2022.
This is not the first time that Van Damme has joined the brand. He partnered with 777 in his 2019 marketing campaign, which generated 13 million views on YouTube. In the last marketing action, Van Damme plays a vigilante who tries to educate players about responsible gaming habits.
The actor recorded two clips for the company in September this year. Both will be played on European channels, as well as on YouTube. In addition, Van Damme shows off some of his iconic action movie poses while promoting healthy game concepts.
“We are delighted to have Jean-Claude Van Damme on board to help us educate our players about responsible gameplay,” commented the head of marketing, Jean-Christophe Choffray.
Choffray added: “Moderation is essential and with this campaign Van Damme combines his talents and humor very effectively to convey this very important message to our players and establish 777.be as a prestigious online casino”.
777.be follows industry trend to close partnerships with celebrities
777.be is associated with one of the oldest casino properties in the industry, Casino de Spa. In addition, 777.be now offers an online casino and sports betting services.
The partnership with Van Damme is also expected to open up marketing opportunities to replicate last year’s campaign performance.
After all, 777.be is not the only brand to use celebrities in its advertising strategies to attract players’ attention. Parimatch enlisted the help of former UFC champion Conor McGregor to promote his brand in Eastern Europe in November 2019.
Even world basketball legend Michael Jordan signed a partnership with DraftKings earlier this year.
