Illinois Lottery Case study GOLGOTHA by BBDO Worldwide USA

GOLGOTHA

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Industry Lottery & Gambling
Media Case study
Market United States
Agency BBDO Worldwide USA
Art Director Aaron Pendleton, Andy Rench
Copywriter Nate Gagnon, Courtney Miller-Jones
Account Supervisor Melissa Slonski
Released July 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: ILLINOIS LOTTERY
Product/Service: LOTTERY
Agency: ENERGY BBDO
Date of First Appearance: Apr 12 2011
Entrant Company: ENERGY BBDO, Chicago, USA
Entry URL: http://acedev.info/proximity/lotto/CashForLife/game/working/
Group Creative Director: Grant Tennison (Energy BBDO)
Group Creative Director: Jonathan Linder (Energy BBDO)
Copywriter: Miller Jones (Energy BBDO)
Copywriter: Nate Gagnon (Energy BBDO)
Art Director: Aaron Pendleton (Energy BBDO)
Art Director: Andy Rench (Freelancer)
Developer: Richard O'Donnell (Energy BBDO)
Account Supervisor: Melissa Slonski (Energy BBDO)
Account Manager: Nicole Torrillo (Energy BBDO)
Planner: Susan Pitt (Energy BBDO)
Media placement: Banner Ad Game - Online - April 12, 2011
Describe the objective of the promotion.
The objective of the Cash for Life Game digital banner was to create awareness for the Cash for Life scratch-off tickets, as well as providing a vehicle for engaging and re-engaging our prime prospects. The in-banner game solution was a way to coax 30-something males into learning more about the Illinois Lottery’s Cash for Life scratch-offs by providing a playful user experience.
Describe how the promotion developed from concept to implementation.
Winners of the Cash For Life instant tickets will win $500, $1,000 or $2,500 a week, every week, for life. The campaign tagline, “The longer you live, the more you get, Cash For Life”, summarises that proposition. This in-banner game leverages the TV portion of the Cash For Life Campaign where a winner uses a protective suit to keep him safe from life's mishaps. The in-banner game allows consumers to virtually live that concept in a way that reinforces the game proposition.
Explain why the method of promotion was most relevant to the product or service.
The game was a fun way to explain the key product benefit, while keeping the prime prospect engaged with the Lottery brand. Consumers start off at the beginning of a calendar week with $0. As they move through the days of the week, players encounter obstacles that make the journey more difficult. For each week that consumers successfully complete, they are awarded $1,000, thus reinforcing the game premise.
Describe the success of the promotion with both client and consumer including some quantifiable results.
N/A – The game will not launch until after the due date for Cannes submissions but does launch before the April 30 deadline. Hence, we don't have results yet.