Jackpotjoy: National Bingo Day
Overview: Jackpotjoy was invited to participate in the first celebration of National Bingo Day (NBD) in the United Kingdom. This project required significant cross-functional collaboration, resulting in the creation of a comprehensive experiential offering for the customers.
Objective for Social: The main aim was to bring awareness to National Bingo Day. Secondly share the activities available on-site, with the ultimate goal of increasing the number of customers winning on the day itself.
Execution: The campaign kicked off one week prior to NBD, strategically designed to maximise visibility.
In addition to organic outreach, paid promotions were added to increase reach amoung avid online bingo fans.
Three key content pillars were established to effectively communicate the essence of the celebration on our owend organic channels:
- Awareness: Focused on informing players about NBD and the various on-site activities, while also influencing behavioural changes via social media engagement for the duration of the event.
- Topical: Aimed at sparking general discussion and amplifying awareness regarding the event.
- Live: At Jackpotjoy, we routinely host weekly Facebook live game show; however, for NBD, we went all out with a - 1 hour special featuring a prize pot of £1,000. A first!
Results: Customers were aware of NBD, as seen in comments. On the day there was clear enthusiasm for the gamifided content.
The campaign saw a 20% increase impressions. 155% rise in winners and an increase of 186% website visits from Facebook.
Jackpotjoy: Love search
The idea
I developed the idea of a social media treasure hunt, where participants would gather clues from various posts and channels. I had a strong working relationship with the production team behind the weekly live Facebook show, Blank It To Win It, and they were always open to new ideas. With the backing of JPJ’s Head of Brand, we set the plan in motion.
Context
At the time, Instagram's growth was hampered by regulatory restrictions, so we saw an opportunity to drive traffic from Facebook to Instagram in hopes of boosting awareness and engagement on that platform.
Execution
In collaboration with the production team, we refined the treasure hunt concept to align with one of the brand’s key objectives—driving traffic to the site. We added an extra layer to the hunt by including a clue that could only be found on the website. To make it feel authentic we used a real first date story!
Throughout the week, community members had the chance to win small prizes, with a grand prize of a £50 voucher for the final winner.
Here’s how it worked:
Day 0: A teaser during the Blank It To Win It live Facebook show hinted at the upcoming treasure hunt.
Day 1: A Facebook post went live, providing the first clue and a hint for when the next one would appear.
Day 3: The second clue was revealed on the website by the chat host, who also teased the location of the next clue.
Day 5: The third clue went live on Instagram, driving cross-platform engagement.
Day 6: The final post was shared, asking participants to comment with the missing words in order to enter the competition.
Day 7: The winner was announced live during the Blank It To Win It show on Facebook.
The treasure hunt ran for a week, successfully encouraging the audience to visit the brand’s Instagram page while maintaining engagement across multiple platforms.
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