tombola and I'm A Celebrity...Get Me Out Of Here!

Challenge

tombola bingo is the number one bingo site in the UK, so tombola wanted to elevate their newly launched casino brand – tombola arcade – to the same level. What better way to do this, than to partner with one of the nation's favourite shows, I'm A Celebrity... Get Me Out Of Here!

Insight

tombola bingo had successfully sponsored Loose Women and Emmerdale in the past, and knew it was a powerful strategy for their new brand of tombola arcade to gain market share. tombola don't have customers; they have a close-knit community of players. So they decided to place their brand around the most famous and most talked-about campfire on TV: in the I'm A Celebrity jungle.

Idea

The idea was to take the ’critters’ from the show and bring them to life through vibrant personalities, making them the key characters in tombola’s broadcast idents. The insects became the heroes of the campaign. The idents mirrored key talking points from the series for a real sense of seamless consistency between the brand and the show.

Implementation

To bring the ’critters’ to life, the loveable characters were seen in the sponsorship idents playing tombola’s new arcade game on mobile phones left behind by our jungle celebs. At the same time, these ‘extras’ from the show’s notorious Bushtucker Trials discussed key moments from the series. Fans could even vote for their favourite tombola bug, who was crowned winner in the final ident of the series.

Every day of the sponsorship, tombola gave away cash prizes of up to £10,000 online. The winners were announced in two live TV ads which aired during the series, which encouraged people to join in the fun and be a part of the tombola community. Other competitions hosted on tombola’s  platforms included the chance to win a luxury family holiday to Australia as well as a big hamper give away with lots of Ozzie treats. And for Halloween, fans could sign up to receive ‘a mug or a bug’ – a trick-or-treat prize of either an I’m A Celeb mug, or an actual bug in the post!

tombola also became the official sponsor of the I’m A Celebrity app and championed free voting on the app. And on social media, Twitter Amplify was used to share the best clips of the series to a wider audience alongside tombola idents.

tombola had a full licensing package and rights to the I’m A Celebrity theme music, which they used in a teaser brand video that was teased out on their online sites and social. This helped cement their partnership with the show – alongside the loveable #tombolabugs.

Results

  • 0 m
    People saw tombola’s idents
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    Active app users throughout the series