VIRGINIA LOTTERY

This Is Keno

CHALLENGE

The Virginia Lottery needed an advertising campaign to support the launch of a new type of game, Keno, which is meant to be played in bars, restaurants and entertainment venues. Here’s the kicker: the rollout of this socially oriented game was happening in the middle of a global pandemic.

THE MOVE

The new media landscape was no game. We quickly adjusted to significant shifts in consumer behaviors and used a powerful mix of broadcast TV, cable, radio, CTV/OTT, digital media, social media and out-of-home placements. We increased reach by using platforms such as YouTube, Hulu, Roku and SambaTV and implemented automatic content recognition to target devices in the household. Although people weren’t out and about, we still geo-targeted Lottery retail sites and used dynamic display ads to point consumers to the closest Keno retail location.

THE FINALE

$11,685,000 in sales, 2x the projected goal

270 million impressions