jackpotjoy

National Bingo Day

Overview:

Jackpotjoy was invited to take part in the 1st celebration of National Bingo Day (NBD) in the UK.

This project required significant collaboration, resulting in a multi-touch-point experience for customers.

Objective for Social:

  1. Create awareness of NBD

  2. Drive traffic from social to the site

  3. Make the most winners EVER!

Strategy:

Created 3 content pillars:

  1. Awareness of NBD, so players knew what activities were happening on-site & to change players’ behaviour with social for one day. 

  2. Topical to boost general conversation and build awareness.

  3. Live at JPJ we ran weekly Facebook live game shows, for NBD we decided to go all out and do a 1hr special – with a share of £1,000 up for grabs, a total first!

The campaign started a week prior to NBD, ensuring maximum exposure.

I increased the output of content x2 and leaned heavily on the topical pillar to draw people in.

Paid social was used to boost posts.  

Results:

Customers were aware of NBD and engaged on the day itself.

The campaign saw a 20% increase in impressions.

155% rise in winners

Increase of 186% website visits compared to previouse period.

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:

  1. Day 0: A teaser during the Blank It To Win It live Facebook show hinted at the upcoming treasure hunt.

  2. Day 1: A Facebook post went live, providing the first clue and a hint for when the next one would appear.

  3. Day 3: The second clue was revealed on the website by the chat host, who also teased the location of the next clue.

  4. Day 5: The third clue went live on Instagram, driving cross-platform engagement.

  5. Day 6: The final post was shared, asking participants to comment with the missing words in order to enter the competition.

  6. 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.

 

RWE

Jacob’s Biscuits

Mixoloshe