tombola's Critter Challenge

tombola is the UK biggest online bingo brand, and they had a double-whammy of news: not only were they sponsoring I’m A Celebrity for the seventh year running, they were also releasing a brand new mobile game called ‘Bug Match’. It was our job to wrap all this up together and make some noise... all in 12 days.

From a creative idea right through to an IRL experience, we developed the ‘tombola Critter Challenge’, taking over Outernet in London for a one-of-a-kind augmented reality and sensory experience ‘mystery box’ experience – think of it like a Bushtucker Trial for generation-AI. 

Not content with that, we tested jungle royalty to see if they’ve still got what it takes to tackle the unknown, with the likes of Phil Tufnell, Vicky Pattison, Joe Swash and Scarlette Douglas being hooked up to a polygraph machine while trying out our AR experience. Their results… varied. 

That’s a lot of stuff to go into one thing, so did it all work? You bet it did, with interviews and features resulting in over 100 pieces of media coverage with over 400 brand mentions, plus 1.6k valued engagements on social, with an average engagement rate of 3% (1% is the average). Bug Match also drew new fans, with a 5% spike in unique daily players.