10th of January 2011 Author: Ava Jackuard
The Queen of Bingo campaign continues
The latest and widely noticed campaign for Jackpotjoy's Queen of Bingo, in which a fictional royalty rules a kingdom featuring a number of characters from the domain's games, reached a new dimension this week, as the Queen of Bingo's courtier, Jack, launched a new game.
A number of social media campaigns have been pursued by the company, developing the advert characters; however, this week's TV advert was the first one to feature one of the supporting characters.
According to JackpotJoy's Head of Bingo Alison McCook: "Getting the other characters involved in the campaign was always something we wanted, because although the Queen of Bingo is the star she gets an enormous amount of support from her co-stars Jack and Joy, and the stronger the support, the stronger the position of the Queen of Bingo."
The current campaign focuses on Jack's Chest, a new onsite bingo game in which Jack appears in a Bingo room and shares the contents of his chest with everyone who bought tickets to the game. Therefore, the advert's concept is such that Jack as the main character goes through a number of comical, sometimes confusing situations, confesses his love for his co-star Joy, and performs a number of tongue-in-cheek jokes.
"This is really the beginnings of working with more viral products. We've got a character based marketing campaign, with very strong characters, and it would seem wasteful not to push into viral territory," McCook assesses.
JackpotJoy's plans are to give away GBP100 000 until the end of January, so Facebook, Twitter, and the domain's promotions page will serve to reveal hints as to when Jack will appear.
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