Virgin TV backs Challenge Jackpot with £3m campaign

LONDON - Virgin Television is backing its new interactive gaming channel Challenge Jackpot with a £3m launch campaign created by Publicis London.

Challenge Jackpot launches today with a TV channel and an interactive service on Virgin Media, as well as a website with casino games and a stream of the TV broadcast. It is being launched by Virgin Television wiht Two Way Gaming.

Publicis was appointed to create a TV, print and online campaign and came up with the strapline "your favourite place to play".

The launch ads for the channel focus on the combination of TV and interactive gaming that the new channel offers. It will broadcast at least eight hours of live studio programming every day.

At launch, its flagship game will be 'Roulette Nation' and this will be joined by live blackjack and live bingo. Outside of its live output, viewers will be able to play along with a range of automated games supplied by Two Way Gaming, which will include 'Get Set Roulette', 'Face Up Hold 'Em' and 'Hot Shot Keno'. TV presenter and reality TV star Jeff Brazier, better known as the former Mr Jade Goody, will be one of the hosts fronting Challenge Jackpot.

The challengejackpot.com website launches with a multi-game internet casino, as well as streaming of the television roulette games.

Challenge Jackpot will be cross-promoted through the Virgin Media Television channels, including Virgin1, Bravo, Living and Challenge.

Johnny Webb, managing director of Virgin Media Television, said: "Challenge Jackpot is the first step to reinventing Challenge for the 21st century. We want this new channel to continue the values of fun and excitement that have long been synonymous with Challenge -- but also to take the relationship with our viewers to the next level of interactivity."

Neil Simpson, chief executive of Publicis, said: "Online gaming in the UK is evolving rapidly away from functional betting into a rounded entertainment experience. Publicis is delighted to be working with Two Way Gaming and Virgin Media Television on the creation of this multi-platform gaming brand.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email