Mail Metro Media and tombola say they captured the attention of morning commuters yesterday with Metro’s first-ever advent calendar-style ‘reveal’ cover wrap, inviting readers to open doors and scan QR codes to play tombola’s free to play Bug Match game.
The publisher says the campaign celebrates the eighth consecutive year of tombola’s partnership with I’m A Celebrity… Get Me Out of Here! and the return of its popular Bug Match game. Readers are prompted to open cloches to reveal the #tombolabugs as they do in the free to play game on tombola, where £1,000 will be won every day for free. This innovative wrap elevates the tombola bugs to celebrity status as they hijack Metro’s editorial to become front-page news, added Mail Metro Media.
Natasha Acquisto, Metro’s head of innovation & partnerships at Mail Metro Media said: “Metro is the champion of creativity, both in print and digital, and this campaign is the perfect example of how we continue to innovate for our partners. Today, advertising is all about attention and there is no better way to capture it than getting consumers to interact with an ad instead of just seeing it!”
tombola – one of Britain’s biggest bingo sites, says it has more than 500,000 prizes up for grabs, with Bug Match available to play across this year’s series of I’m A Celebrity… Get Me Out Of Here!
Natalie Sullivan, media marketing manager at tombola, said: “We are really excited to launch our Bug Match campaign with our media-first interactive cover wrap in partnership with Metro. It’s the perfect way to bring back our popular tombola bugs and capture the attention of I’m A Celebrity… Get Me Out Of Here! viewers across the nation.”
Mail Metro Media says the partnership will continue to be supported by sponsored editorial in Metro, takeovers on MailOnline and Metro.co.uk, and display ads surrounding I’m A Celebrity… Get Me Out Of Here! and other relevant showbiz news.
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