The campaign includes a mix of TV, online, CRM, in-club and social media. It breaks this week with a television advertisement that shows women in various situations carrying, opening or being presented with lucky pink boxes.
The theme of the ads for the Rank Interactive-owned brand is the idea of ritual and bingo players’ hope that their next win is round the corner.
The TV executions will be supported with a dedicated online, social network, on-site and CRM programme – all focused around the belief in luck and establishing the ‘pink box’ as a MeccaBingo.com icon.
Rank Interactive marketing director Phil Gates says: “The online game has this common thread of luck and the belief in winning is key to our customers’ emotions when choosing where to play.”
The TV campaign has been planned by Resonate’s sister agency Pure Media. Integrated online activity, via Positive Digital, will run across ITV.com and will include a multi format online campaign with a tailored search campaign.