Foxy Bingo e-magazine to build on web success

Foxy Bingo, the online bingo operator, is launching an e-magazine, as it seeks to strengthen its relationship with its customers.

The online magazine is intended to offer consumers greater opportunities to interact with the Cashcade-owned brand. The move has been prompted by the extremely "busy user forum" on the Foxy Bingo website, where players interact with each other.

The Foxy e-magazine will go live over the next two weeks and will be broken into six main areas, where users can act as agony aunts, advisors, style and cookery guides for each other, as well as tell their own real-life stories.

The company says the move, coupled with its Foxy Bingo radio show, is aimed at positioning the brand firmly as entertainment and fun, with the added element of community spirit among Foxy users. Astrologer Russell Grant reads a monthly horoscope linked to a "lucky number" and gives regular interviews on Foxy Radio.

Last month, the brand began a sponsorship deal with the Jeremy Kyle Show on ITV in a £1m deal. Foxy Bingo replaced Learndirect as the show's sponsor after the Government-funded agency axed its sponsorship of the show amid controversy surrounding the programme in September last year (MW 14 February).

Foxy Bingo is now fronted by the "Foxy" character - a man with a fox's head - after glamour model Jordan, aka Katie Price, was dropped in January. It is understood Cashcade was unwilling to meet her pay demands.

Written by By Louise Jack
www.marketingweek.co.uk