The Sun newspaper is a national institution for the people of the UK. For many, it’s the Sun that breaks the latest news stories and provides some light entertainment as the paper is read throughout the day. The sheer appeal of the paper’s brand is what led to bingo and gaming software developer Gamesys enter into a deal to launch a bingo site based on the Sun.
On the more compact bingo networks, like Gamesys and Joy of Bingo, there is a site that receives a little more attention than the others. For Joy of Bingo, the site that gets the most attention is now 888ladies. Meanwhile, Jackpotjoy and its Queen of Bingo, played by Barbara Windsor, draw most of the attention. That being said, Sun Bingo isn’t too far behind and typically draws more attention than the other sites.
Wunderman Chosen to Help
About halfway through November, a decision was taken to try and stimulate greater interest in Sun Bingo among UK bingo players. To realise that goal, Gamesys and Sun Bingo appointed an international advertising agency, named Wunderman, to oversee an upcoming Christmas social media campaign. Nowadays, a couple of weeks are all it seems to take to get an advertising campaign running.
Wunderman chief executive Mel Edwards is of the reasonably accurate opinion that online bingo fans play less frequently during the festive season, which is understandable when you consider the amount of preparation that Christmas requires for many people, plus all of the family interactions that occur. On a brief site note, periods of warm summer weather also lead to less playing time.
An interesting fact about this upcoming campaign, as reported by the Drum, is that the appointment of Wunderman was made without a request for a pitch, which seems highly unusual, as you wouldn’t want to risk investing a large sum in a campaign that you might not be any good.
Will the Campaign Work?
Well, it would seem that Sun Bingo definitely needs some assistance in improving its social media awareness. For starters, the homepage of the bingo site doesn’t even provide any links to its various social media pages. And when a Google search is performed for “Sun Bingo Facebook”, nothing even appears. On the most basic level, it would appear that Sun Bingo is not as well prepared as it should be.
Another concern is that the Twitter handle “@RealSunBingo” only boasts 279 followers, which is highly unimpressive for a nationwide bingo site. In stark contrast, the Jackpotjoy Slows Community page has a staggering 1.3 million likes. On second consideration, Jackpotjoy has been dominating all of the attention.
To make the campaign work, Wunderman and Sun Bingo will have to stump up a major investment just to generate any interest in the brand. In deciding to plan a Christmas campaign in mid-November, the timing doesn’t appear ideal, especially when Sun Bingo already has poor social media coverage. Unfortunately, this appears like it could be a case of too little, too late.