CHALLENGE

Historically, traditional lottery products reigned king, receiving A-level budgets and campaigns. This time, we were tasked with launching an A-level campaign for an eInstant online game. Lottery and iLottery audiences consume media differently, so we had to align our targeting with their unique media consumption habits to reach both.  

THE MOVE

The eInstant stood front in center, while the Scratcher and Print ‘n Play took a back seat. We used a full-funnel approach, implementing awareness tactics for our larger lottery audience and pushing people down the funnel with iLottery tactics that focused on conversions and engagement. 

 This hinged on a strong TV, radio, and digital buy consisting of streaming video, streaming audio, social media, and programmatic digital and rich media. We used interactive rich media placements that utilized in-game ad technology to integrate the ads into a mobile game environment. Contextually relevant placements are key. With the nostalgic, fun aspect of the creative, we leaned heavily into sites that feature sports, gaming, and entertainment to align with core players.  

 Bonus: We saw an opportunity for engagement outside of the world of media…a ‘Skee-Ball’ pop up on the Virginia Beach oceanfront.