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Three women in a pink cafe look excited and surprised at a smartphone, sitting at a table filled with cakes and pastries.

Mecca Bingo x Loose Women

Client: Mecca BingoCategory: GamingLocation: UK

Context

The UK gaming market is increasingly saturated, making it difficult for established brands to stand out through traditional sponsorship alone.

Mecca Bingo secured its largest-ever partnership deal with ITV’s 'Loose Women' for a 12-month period, but a logo on a screen was insufficient to drive meaningful growth. The audience demographic aligns with bingo players, yet passive TV viewership rarely translates into digital engagement.

We needed to leverage this cultural partnership to drive brand affinity and measurable business growth.

Impact

  • 24% Social CTR, exceeding the 1% benchmark
  • +70% Increase in brand ‘excitement’
  • 73% of surveyed participants reported they were more likely play online with Mecca Bingo
  • 65% of those who recalled the campaign took immediate action
Three women in a pink cafe look excited and surprised at a smartphone, sitting at a table filled with cakes and pastries.Mecca Bingo advertisement framing a Mirror news article about Coleen Nolan and Loose Women.Mecca Bingo "Match the ball to the call" promotional graphic featuring the clue Dancing Queen.Loose Women presenters Ruth Langsford, Coleen Nolan, Janet Street-Porter, and Brenda Edwards smiling together.Four women relaxing on a green sofa in a living room for a Mecca Bingo Loose Women sponsorship advert.

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