month in minutes >
Q&A
Jonny Bennet
> Managing Director > QuickThink Media
Q
uickThink Media – the company
behind Power Affiliate Free Bingo
Hunter – has bolstered its B2C
presence through a partnership with UK
food retailer Iceland.
eGaming Review (eGR): How did
QuickThink Media’s partnership with
Iceland come about?
Jonny Bennet (JB): We had been in
discussions with Iceland for a couple of
years about supplying and managing
a bingo offering, by building out the
proprietary platform that powers the free
gaming on freebingohunter.com. While we
had some productive discussions over this
period, Iceland decided that the time was
not right for it to add online bingo to its
brand offering and it was put on hold until
early 2012, at which point discussions were
reopened. The evolution of QuickThink
Media’s business meant we could partner
with Dragon?sh, who we knew from our
existing business relations could deliver
a top performing and enjoyable bingo
experience. Things moved fairly quickly
from this point – the site was designed
and integrated with Dragon?sh’s software
and we launched in October 2012, with
an aggressive digital media strategy,
achieving low CPAs and very encouraging
player values.
eGR: Was the development of the site a
collaborative effort, or did you have free
rein to build the site?
JB: QuickThink Media is running a fully
managed service, which on a day-to-day
basis means we plan and implement the
creative design, acquisition and retention
strategies. Naturally these plans are shared
with Iceland and they will provide input
and give ?nal approval. We also regularly
www.egrmagazine.com
discuss how we can collaborate to drive
acquisitions from their marketing channels.
eGR: How are you leveraging the Iceland
brand?
JB: Iceland is a major food retailer with a
huge footfall – it has over 780 stores across
the country, which represents a huge
opportunity for us to cross sell the Iceland
Bingo product into what we know is a
very close customer demographic match.
We’ve worked in partnership with Iceland
since launch and tapped into its marketing
activity, providing its customers with some
strong and enticing offers. We have run
campaigns that integrate with its Bonus
Card scheme – providing Iceland customers
with exclusive offers such as free vouchers
– which has proved a major pull getting
customers to sign up. We have been able
to get these offers in the hands of around
1.5 million Iceland customers and have
generated thousands of new depositing
customers as a result.
eGR: Do you believe that this partnership is
indicative of a shift in focus for the affiliate
community?
JB: Not particularly – we are advertising
heavily across all the traditional digital
channels to drive new players at Iceland
Bingo and affiliates play a large part in that,
and will continue to do so, as they will for
all major UK bingo brands. We advertise
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