Starcom MediaVest Group UK creates sponsorship deal with Dream Bingo and new Channel 4 gameshow ‘Benchmark’ hosted by Paddy McGuiness.
Starcom MediaVest Group UK (SMG) has announced a six-figure sponsorship deal between Dream Bingo, the online bingo site, and Channel 4 for its latest daytime gameshow, Benchmark, hosted by Paddy McGuiness.
Channel 4’s new gameshow gives one contestant the chance to take home thousands of pounds, with the help from 10 members of the British public, ‘The Benchmarkers’, who answer the questions for them.
The sponsorship’s creative will see Dream Bingo’s ‘Dream Team’ receiving dreams from bingo players while on the road in the Dream Bingo Dream Machine.
The sponsorship campaign, brokered by SMG’s LiquidThread and Channel 4 Sales kicks off on Monday 1 June for six weeks every weekday, including five Friday night celebrity specials.
Stephanie Eddy, Dream Bingo, said: “The partnership with Channel 4’s Benchmark, hosted by Paddy McGuiness is a perfect fit for Dream Bingo. SMG has given us a direct platform to reach potential new players within an entertaining and lively environment.”
Andrea Brown, Starcom MediaVest Group, said: “Our partnership with Channel 4 and Dream Bingo highlights Starcom MediaVest Group’s strong collaborative nature. We consistently bring together the best brands, giving Dream Bingo prime time access to their target audience of bingo lovers.”
Rupinder Downie, Partnerships Controller, Channel 4 said: “Channel 4’s new game show Benchmark provides the perfect environment for Dream Bingo. This new partnership is a great example of how we can align advertisers with like-minded programme brands to reach key audiences.”