Illinois Lottery: GOLGOTHA

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.