The Queen of Bingo's courtier Jack does his own thing!
 
Jackpotjoy.com, a major UK online bingo operation, saw its latest campaign expand this week as the Queen of Bingo's courtier, Jack, launched a new game amidst a fanfare of viral marketing and piratical treasure.
 
The company's marketers launched a major campaign back in September that introduced the nation to their Queen of Bingo (see previous InfoPowa reports). The fictional Royal presides over a kingdom that features a host of characters from the site's games, as well as a loyal courtier, Jack, and her glamorous lady in waiting, Joy.
 
Over the past months, the site has run a variety of social media campaigns that develop the characters from the advert, including using Facebook and Twitter to broaden their appeal, but this Friday saw the launch of the first TV advert to star one of the supporting characters.
 
"Getting the other characters involved in the campaign was always something we wanted," explains head of bingo Alison McCook, "because although the Queen of Bingo is the star she gets an enormous amount of support from her co-stars Jack and Joy, and the stronger the support, the stronger the position of the Queen of Bingo."
 
The spin-off current campaign has been launched to push Jack's Chest, a new onsite bingo game in which Jack appears in a Bingo room and shares the contents of his chest with everyone who bought tickets to the game.
 
In the advert, Jack offers viewers the chance to see his chest before revealing a cash filled treasure chest while he sports a tongue-in-cheek plastic breastplate. The plastic chest may seem like an interesting choice, until an email that allegedly leaked from the palace explains it all.
 
The email was intended for one of the Queen of Bingo's muscley helpers, who's called, for reasons best kept to his mother, Applecumble. Instead of sending it just to Applecrumble though, Jack accidentally sends it to a section of the site's player base.
 
In the email, Jack explains that he's got to go on TV to reveal his chest but has eaten too many mince pies over the Christmas period and he's asking for advice on how he can get big muscles in less than 24 hours. Alongside this, Jack confesses his love for his co-star, Joy, which makes his mistake of sending it out to a group of members all the more comical.
 
We don't see the reply until we watch the advert, when it becomes clear that Applecrumble has said that the only way to buff up in that time is to wear the aforementioned plastic breastplate.
 
"This is really the beginnings of working with more viral products," Alison says. "We've got a character based marketing campaign, with very strong characters, and it would seem wasteful not to push into viral territory."
 
The operator plans to give away GBP100 000 between launch and the end of January, and will be publishing hints as to when Jack will appear via Facebook, Twitter and on the onsite promotions page.