Humorous and strategic radio campaign captures younger target audience

What gets a younger audience interested in bingo and makes the loyal players laugh? A radio campaign with on-the-street interviews about daubers. What’s a dauber, you ask? Is it that thing that comes out of a geoduck?

Bingo’s not just for grandma
Muckleshoot Bingo wanted to capture a younger audience. It enlisted JayRay to launch a radio campaign that would create curiosity for potential new players and let them know about the bingo hall’s 300+ machines open to everyone 18 years and older (an advantage over casinos in the area, which are 21 and older).

Daub your way over here
A dauber is the ink pen used to mark squares on a bingo card, so it’s a natural part of bingo lingo. Then we added a twist—why couldn’t a dauber also be a person who daubs? We decided to get real answers with on-the-street interviews. Questions such as “What’s a dauber” “Are you a dauber?” and “Where do daubers live?” created humor for potential young players and left loyal players laughing about the naïve remarks.

Getting daubers in the door
The radio spots are running in the Seattle market and Muckleshoot Bingo is seeing more young players signing up as for its Preferred Players Club.

Advertising