Multiplier

People associate playing Lottery games with more than just winning money. They know if they win, they’re able to buy more of the things they love. Creating a campaign that would tap into the collector culture and show our players what’s possible with Multiplier tickets, had all the right elements to succeed.

There were two parts to this success story. First, our TV spot brought diverse personalities to life through what they collected, from vinyl to designer shades. Then with an engaging visual approach we took what collectors loved to the next level and made a connection between the ticket and the benefits of playing. Next, our media mavens knew TV and radio wouldn’t be cost effective because 80% of the market falls outside the DC area. Plus, the budget was being reduced by over 50%! So, it was time to replace broad reach with targeted reach. TV/Cable was reduced by almost 40%. Radio was removed and replaced with Streaming and Podcast placements. With a more targeted reach, CTV was increased by more than 4X. We targeted people who didn’t see our TV and those who may have, but still fall into our audience. Preroll video increased frequency against the target and helped optimize CTV. 75% of the digital spend, including OTT, Video, Streaming, Podcasting, Display, and OOH was run as an omni-platform campaign through one Vendor. This allowed us to maximize performance across all platforms and our single vendor provided us with lift and affinity studies at no extra cost!