Over the last 8 years I’ve loved attending the awards lunch of the Institute of Promotional Marketing’s COGS Awards. It’s always fun to meet with the great and the good of the industry, and hear about the inspirational work of other vendors, agencies and their clients. Every year the awards showcase the best in customer engagement, marketing and promotions as run by those mere mortals, we the service partners of the industry.
But I have to be honest, lunch always tastes so much better when your own table is decorated with the odd gong or three. And so it was for 3radical and our customer Foxy Bingo at the 2018 awards. We were over the moon when the work we did together on ‘The Pursuit of Foxiness’ campaign received a Gold and two Bronze awards this year.
The Pursuit of Foxiness is a digital board game that encourages players to return daily to the Foxy Bingo website. Players receive one roll of the dice each day and use this to move around the board to collect tokens, which can be redeemed against prizes and merchandise or more deposits and plays back on their main website. The game can be played on mobile and desktop devices and is embedded in Foxy Bingo’s own website. Longer dwell times, increased data collection and many more messaging opportunities and options; what more do you need in a campaign?
The Gold award came in the Loyalty category and the chair of judges hit the nail on the head when he said, “This campaign demonstrated impressive retention rates with clear demonstration of loyalty in action and daily engagement.” We couldn’t agree more.
We then went on to grab Bronze awards in both the Innovation and Digital categories.
“We are proud to celebrate yet another year of inspirational.. promotional and brand activation campaigns.” Paul Cope, Managing Director, IPM
We were delighted this work with Foxy Bingo was recognised by the judges as we are very proud of it. Yes, it’s fun and creative but more importantly, it showcases brilliantly how our software, 3radical Voco, helps organisations engage more effectively with consumers through the power of innovative game mechanics to build loyalty and deliver on measurable commercial goals like retention or increased sales. Check out the campaign for yourself and hear from them about the positive impact it had in our video case study here.
This year’s success builds on our IPM COGS awards in 2017 for Zizzi and Matalan in the digital, loyalty and innovation categories. Now we have our sights set on next year’s awards – onwards and upwards.