Case Study: The Bingo Challenge Show for General Mills

General Mills | Virtual Event | UK & Northern Europe

The Brief

When we first launched The Bingo Challenge Show, General Mills were among the very first clients to respond.

They were looking for a fun, inclusive and highly engaging virtual experience that could bring together teams based across the UK and Northern Europe. Working closely with their HR team, the aim was to create an event that encouraged participation, sparked interaction and felt accessible and enjoyable for everyone – regardless of role or location.

The Solution

We delivered The Bingo Challenge Show – a fast-paced, interactive live show that combines the familiarity of bingo with unexpected twists and playful challenges.

Participants received digital bingo cards, but rather than simply calling numbers, the host ran a high-energy show packed with mini challenges, creative tasks and surprise moments. Teams and individuals could win free squares by taking part in challenges such as:

  • Completing quick creative tasks on camera

  • Answering light-hearted trivia questions

  • Showing off household items

This format kept energy levels high and ensured everyone had multiple opportunities to get involved – whether they were competitive, creative or simply there to have fun.

By working closely with General Mills’ HR team, we tailored the tone and pacing of the show to suit a diverse, international audience, ensuring it ran smoothly across different regions and teams.

The Result

The Bingo Challenge Show delivered a highly inclusive, laugh-out-loud experience that brought colleagues together across borders and departments.

The mix of friendly competition, creative participation and shared moments made the event a standout success – and one General Mills enjoyed so much that it led to an ongoing partnership, with Big Smoke Events now delivering events across multiple teams and departments.

A perfect example of how a simple concept, when thoughtfully designed and expertly hosted, can create meaningful connection at scale.

About the Author: Francesca Hubbard

Founder, creative force, and the heart behind our people-first culture. Fran built Big Smoke from a weekend hobby into 2,000+ events through warmth, detail, and genuine fun.