Way back in 2012 we reported on online gaming operator Jackpotjoy and the launch of their FUNdation campaign. The campaign, launched with fanfare as a gigantic rubber duck was floated down the River Thames in London, aims to bring a little fun and happiness into depression-hit households across the United Kingdom, with all manner of rewards being doled out to happy-go-lucky gamers, these being financed from a £250,000 prize pot funded by the company. Since 2012, however, how has the campaign been progressing?

A giant 50 foot rubber duck floats down the Thames under Tower Bridge The majority of the fun and frivolity intrinsic to the campaign has been taking place on the social media platforms operated by Jackpotjoy.com, mainly via Facebook and an enormous number of fun-filled competitions have been taking place. In December 2014 visitors to the site were encouraged to print out a number of props based on both bingo and Barbara Windsor (the current face of the company), uploading these to the Jackpotjoy website. Winners of the best picture won either a pair of tickets to the World Professional Darts Championship or £10.


A giant rubber duck sails down river Thames

Many of the FUNdation’s competitions have been based around fans taking hilarious pictures of themselves or their loved ones; Christmas jumpers, Christmas trees, cheesy grins, manly stories, pumpkin carving, even poetry competitions have taken place, each capturing the imagination of fans of the gambling and bingo site in what has been a highly inclusive, side-splitting and unforgettable marketing campaign.


Whilst social-media based shenanigans have formed the meat of FUNdation, the ever-popular television ads released by the company have also accompanied the outreach-focused Facebook competitions. In February 2014 the company released their “Winter of Discontent” ad, featuring the dame herself, Barbara Windsor. Winter prizes – cash, holidays and game bonuses – were the feature of this campaign, much like the following year’s “Blue Balls” advert, one that focused on the sheer volume of prizes that were being won hourly on the site.

A giant 50 foot rubber duck floats past the Tower of London

Barbara Windsor has been a huge part of Jackpotjoy’s marketing strategy, the queen of the UK’s longest running soap drama, Eastenders, being perfectly suited to the middle-aged, female, bingo-going demographic the site caters for.
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Despite the fact that Windsor left the long-running series in September 2010, the actress has been a household name in the UK since the 1960s, appearing in the well-known “Carry On” films and more recently lending her vocal talents to Tim Burton’s Alice in Wonderland series.
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As such, she is still viewed as a great asset with regards to the building and maintaining of the firm’s public image.

Jackpot Joy Duck

The FUNdation campaign has been a huge success amongst fans and for the company, and seems set to be continuing well in to the near future. Want to get involved? Head to the campaign’s Facebook site here!