Claiming to be the world's first bingo ezine, it uses all the devices associated with women's print weeklies – competition incentives, celebrities, real-life stories written by readers for readers – and is currently accessible exclusively for Paddy Power bingo players online.
The ezine front cover is strongly promoted on the Bingo home page, and is supported by a weekly email drive that highlights specific elements of the content and offers a direct link to them.
"We're always looking at new ways of talking to our customers and making the Paddy Power experience more rewarding, and the initial response from customers has been very positive" says Head of Bingo, Sarah Bateson. "They love reading it between games and talking to other players about it. John Brown has done a great job and we've thoroughly enjoyed developing the concept with them"
Geared to encouraging customer loyalty, increasing spend, as well as sampling different aspects of the Paddy Power Bingo offering, the ezine highlights ongoing promotions on every page, using a blend of videos, banners and calls to action mixed in with user generated content of varying lengths.
"No one has previously explored the potential of exclusively digital magazines for the women's mass market," adds John Brown MD Dean Fitzpatrick, "so we're delighted to be breaking new ground with Paddy Power".
