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GETMINTED BINGO'S SISTER SITE LINKS WITH SHARK
22/08/2007This year the casino site Getminted.com went for a lavish sponsorship package on Five. Using a traditional bumper sponsorship campaign to promote specific games available on the site wrapped around the channel Five US legal drama Shark.
The campaign, which has been on TV throughout 2007, was created in conjunction with Feel Film, media planning and buying handled by Walker Media.
Getminted.com is the brother of GetMinted Bingo the first bingo site opened by Cashcade. Cashcade felt an injection of brand building was required to keep the Getminted brand in the UK consumers mind. Brand manager for Getminted felt that the Shark audience would identify with Getminted.
The show Shark features Sebastian Stark, a charismatic, supremely self-confident defense attorney who, after a shocking outcome in one of his cases and a personal epiphany, brought his cutthroat tactics to the prosecutor's office as the head of the Los Angeles District Attorney's High Profile Crime Unit. A group of young prosecutors have the learning experience of a lifetime because, though Stark was seeking to redeem himself, he had no intention of cooling his underhanded approach to cases just because he worked for the "good guys".
Despite the exercise being about brand building it seems to have delivered a fantastic direct response result for the Getminted online casino bringing in a far cheaper cost per new site user than forecast. As well as helping to ensure the Getminted brand became more recognised within its key target demographic.
With the relaxation in TV regulations later this year the Getminted marketing team are hard at work on their next TV campaign innovation.
Written by Simon Collins
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