Campaigns: Entertainment - Buddy of the Year boost for bingo clubs

Campaign: Bingo Buddy of the Year 2009
Client: Mecca Bingo
PR team: Euro RSCG Biss Lancaster
Timescale: November 2008-May 2009
Budget: £30,000

The Mecca Bingo Buddy of the Year competition celebrated friendships forged between people from all walks of life in bingo clubs across the UK.

Objectives

- To make Mecca customers feel valued so they become brand ambassadors

- To generate local and regional coverage

- To create an annual event customers would want to enter and attend.

Strategy and plan

The Biss Lancaster team worked with the in-house PR department to conduct the search for the Bingo Buddy of the Year, which attracted more than 1,700 entries. Regional winners were selected and invited to a finals event. All the regional winners were filmed in the run-up to the national final and the resulting coverage was shown to the judging panel, which included Loose Women star Jane McDonald. The media were kept updated through every stage of the competition and case studies were sold in to national consumer magazines.

Measurement and evaluation

More than 110 pieces of coverage appeared in local, regional and national print, online and on bingo blogs and websites.

Results

More than 250 club members attended the finals event and feedback was overwhelmingly positive, even from those who did not win.

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