A sex education video by PlayOJO, a UK-based online casino powered by SkillOnNet, came out on top at this year’s UK Social Media Awards, besting the likes of Sky, Now TV and Netflix UK.
With a nomination in the “Best Use of Social Media for Entertainment” category, PLayOJO’s Safe Betting campaign featured Love Island’s Olivia Bowen in a parody of a sexual education video.
The main character features Bowen in a lab coat, giving advice on safer gambling, like a 1970s or 80s sex education clip. The risky practice was filmed to grab players’ attention with humor and safe sex innuendos, making it easy to share via Instagram and Facebook. The Love Island Star then outlines the myriad of options to “tame your session and enjoy safe bets”, including deposit limits, PlayOJO’s Safe Mate (a 24/7 virtual assistant that helps players track their gaming activity) and a rest feature. Players can then use what they’ve learned in a quiz that will give away unique PlayOJO condoms whose packaging contains different puns linking safe sex to safe gambling.
Judged by a panel of leading marketing experts, the UK Social Media Awards recognise creativity and innovation in delivering outstanding social media campaigns. The judging process is a rigorous two-stage process, including a pre-judgment to determine the shortlist and a judging meeting to discuss and review the entries in detail.
The award came along with other important industry recognition from PlayOJO, including Best Use of Instagram and Best Use of Social Media at last year’s Social Media Awards, and the 2021 SoundOut Index recognition of one of the UK’s most recognisable Sonic logos.
“It is an absolute privilege to once again be recognised by the UK Social Media awards. Having picked up two awards at last year’s event, we are proud to have been able to continue our great work in engaging our audience via social media,” Peter Bennett CMO at PlayOJO said.
Bennet added:
“In a continuing theme, this year’s campaign was also focused on responsible and safer gaming, something we, as one of the UK’s top online casino and bingo operators, are striving to lead the pack on. Player safety is at the forefront of everything we do as a business and is an important part of our advertising and social media strategy.
“I’d also like to take this opportunity to thank not just the amazing team and agency Cubaka, but also the judges for recognising what we set out to achieve with our Safe Bets campaign.”
The video is shown below:
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