In 2017 Florida Lottery challenged PPK to break through the holiday media clutter to promote The Florida Lottery Holiday Cash scratch-off tickets. The two goals for the campaign were to build engagement around the Holiday Cash scratch-off tickets by 20% and increase ticket sales year-over-year.
The strategy was to remind Florida Lottery players and holiday shoppers that our scratch-off games are the perfect holiday gift for anyone.
To engage our fans, we brought the holiday cheer right to them through weekly holiday scratch-off Facebook live streams directly from Santa's workshop.
Every week during our campaign, we went live around lunchtime, so Florida Lottery players, anywhere, could take a break from the holiday madness and add some play to their day.
During live streams, Santa was hard at work interacting with the viewers and most importantly giving away a ton of gifts, like Holiday Cash scratch-off books, gaming consoles, wireless headphones, tablets and many more to dozens of our lucky viewers.
We even let our viewers choose which gift to open next using Facebook reactions.
No one likes waiting in line, so while our viewers waited for Santa to open gifts, we gave away more goodies to those who shared their favorite things about the holidays.
To reach as many people as possible and to remind players to tune into our weekly live streams we employed paid social ads, Instagram stories, web banners, and even a TV spot!
Our holiday live streams reached close to 2 million people and garnered over 800,000 engagements, 356% higher than previous live executions!
Almost 140,000 of those engagements accounted for comments that praised the Florida Lottery for delivering such a fun experience.
Not only that, our peak week-to-week viewership increased 122% throughout the campaign, as players kept coming back to open more presents!
But what does any of that mean for Florida Lottery?
Well, during the six weeks of the campaign alone, we sold nearly 150 million scratch-off tickets, an 89% increase in sales from the previous year.
And the best part is, we did all that by making everyone's favorite time of year just a little longer.
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