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Company: Crown Bingo
Project: Cracking Christmas Calendar
Dates: Nov 2007 to Jan 2008
How did the project start?
We wanted to create a comprehensive marketing campaign around Christmas.
Incorporating a daily prize draw and a Christmas party held within our bingo chat room.
What options did you consider?
To keep overheads low we only considered arranging this in-house. Using various parts of the online marketing mix, including affiliate marketing, email marketing and traditional tenancy banner advertising.
We also backed this up with offline marketing in the form of a Christmas card/ Party invitation.
What help and expertise did you receive?
We hired a designer for the Christmas card and other than that we used our in house developer for the competition software and our marketing team for the rest of it.
Did you face any challenges or learn any lessons?
The main challenge was during the party, where we were giving all the players a free £5 our software provider did not fulfill on their part so our team worked together to make sure all players received their free £5.
Also after the competition we realised that it is a big challenge logistically to give out 25 prizes!
What are the outcomes and how has it improved your business?
We now have a system associated with promotions and a dedicated marketing assistant to carry out the admin associated with online competitions.
Also after using our affiliate channel traffic to generate new players we realised the value of these competitions to drive players to your site.
What are your plans for the future?
We are currently in the process of launching our Easter egg hunt, where players have to find 3 Easter eggs in the chat room. They will then be eligible to enter the competition to win a £300 weekend away and smaller prizes.
With all of our new system in place we are really please with how smoothly the whole process has become and look forward to doing a lot more promotions in the future.
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