Overview

In the Spring of 2008, Sensis was asked to develop an online marketing campaign to create game awareness and generate sales by increasing playership of the SuperLotto Plus game.

Solution

Sensis created a geo-targeted online marketing campaign reflecting the new energy and optimism of the California Lottery. The online campaign was part of a larger, integrated offline marketing campaign that enhanced the credibility and awareness of winners around the state, especially in Hispanic communities. Online was led by the development of a Rich Media tile puzzle that users interacted with to form the number of game winners in the state. Regular display banners supported the Rich Media creative, as well as age-targeted Instant Messenger banner units. Twice during the campaign, a targeted opt-in e-mail drop was used to leverage game and winner awareness. All traffic was driven to a Spanish SuperLotto Plus landing page outlining the game and the benefits of game play.

Results

The campaign ran from April – June, and it had an overall CTR of 0.20%. Rich Media CTR was 0.24% and 11,953 users completed the “puzzle game” in the rich media banners.