“Let Me Entertain You”: MeccaGames launches online media campaign to reach gamers looking to play and interact.

London: Wheel, the UK’s premier full service digital agency, today announces the launch of an extensive online advertising campaign designed drive gamers through to the Meccagames.com website.

All creative, media strategy, planning and buying has been handled by Wheel for Meccagames.com, who are part of the Blue Square group that also includes HardRockCasino.com and several other Blue Square brands.

The Meccagames.com site is tailored to game players who enjoy interacting and are looking for entertainment in their spare time. The media plan has been designed to increase awareness of the multi-play product as well as drive registrations and players.

The strategy employed to deliver this is as follows: firstly engage with eye catching and interactive advertising in an environment that is reflective of the entertaining and playful theme. Meccagames.com will be one of the first brands running advertising on the new blogging area of MSN entitled: ‘Spaces’, and this will capitalise on interacting with others and is perfect for those wishing to unite online in their free time.

Secondly increase the effectiveness of the campaign by only delivering ads when the user is in downtime mode or spare time surfing: lunchtimes, early evenings and weekends. Thirdly, ensure minimum wastage: only use mechanics that offer a desired demographic profile.

Wheel has also launched and is managing the affiliate programme on behalf of Meccagames.com and all other Blue Square brands.

Nic Wenn, Marketing Director at Blue Square said: “The online gambling arena is seeing prolific growth at the moment, and the importance of acquiring, converting and retaining gamers couldn’t be higher. The media campaign and affiliate programme will ensure that the prominent position of the MeccaGames brand is both grown and maintained”.

Caroline McGuckian, Media Director at Wheel comments: “We are all really excited about the MeccaGames activity. Not only is great for us to work with a brand such as this in a highly competitive marketplace, but it’s also a testament to Wheel on delivering such an integrated media and creative solution. We’re all really looking forward to seeing the results and the Meccagames.com brand go from strength to strength”.

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Note to the editor
Wheel Ltd is one of the top full service digital agencies in the UK. It employs almost 100 people at its office in London. Wheel's client portfolio includes Marks and Spencer, Unilever, Allied Domecq, BT, Starbucks, Opodo, Laura Ashley, H.Samuel, ABSOLUT, IKEA, easyCar, Walt Disney Parks & Resorts. Wheel is part of the global LB Icon network.

For further information please contact Joanne Cox
E: joanne.cox@wheel.co.uk
T: +44 (0)20 7348 1203

Published on: 12:00AM on 30th September 2005