Mail Metro Media and tombola capture the attention of morning commuters with Metro’s first-ever advent calendar-style ‘reveal’ cover wrap, inviting readers to open doors and scan QR codes to play tombola’s free-to-play Bug Match game.
The campaign celebrates the eighth consecutive year of tombola’s partnership with ‘I’m A Celebrity… Get Me Out of Here!’ and the return of its popular ‘Bug Match’ game.
Readers are prompted to open doors to reveal the #tombolabugs as they do in the free-to-play game on tombola, where £1,000 will be won every day for free. This innovative wrap elevates the beloved tombola bugs to celebrity status as they hijack Metro’s editorial to become front-page news.
Natasha Acquisto, Metro’s head of innovation & partnerships at Mail Metro Media, said: “This campaign is the perfect example of how we continue to innovate for our partners. Today, advertising is all about attention and there is no better way to capture it than getting consumers to interact with an ad instead of just seeing it!”
The partnership will continue to be supported by sponsored editorial in Metro, fame-driving takeovers on MailOnline and Metro.co.uk, and tactical display ads surrounding ‘I’m A Celebrity… Get Me Out Of Here!’ and other relevant showbiz news.
