“Is there a love story behind your numbers?”
In February, Lotto 649 ran a Valentine’s promo to bump ticket sales. They added additional prizing for the February draw and needed an awareness campaign. We gave them that plus something special for social media.
So what does the lottery have to do with Valentine's day? We based the idea on the insight that people pick lottery numbers that have special meaning so we asked our Facebook audience “Is there a love story behind your numbers?"
And they answered. Out of thousands of replies, we picked the best and created a series of personalized video love letters that were shared the week before Valentine’s Day. In addition to the social campaign, we created traditional assets including TV, point of sale, banner ads and radio.
Almost three million impressions and views topping two million made this LOTTO 649’s most successful social campaign to date and proved to a skeptical client that our audience is willing to share more online and contribute to 649’s story.
