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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

MONOPOLY Bonus Spectacular

Entered in Government & Politics

Objective

In 2020 the Florida Lottery partnered with PPK for a big launch - a family of Scratch-Off games leveraging Hasbro’s MONOPOLY brand. The COVID-19 pandemic has re-shaped offline and online consumer behavior; digital media consumption has more than doubled*, as users yearned for entertainment.

The objective of the campaign was to leverage the nostalgic brand of the world’s most-played board game and create an integrated digital experience that would provide multiple gamified touch points and offer entertainment to the Florida Lottery's core audience.

Strategy

Our strategy was to develop an umbrella of rich and innovative digital activations to create meaningful connections with our customers in a cluttered media environment. 

First, we built the MONOPOLY Giveaways Galore digital game that would become the bedrock of our campaign, giving users an incentive to come back to the website every day of the activation and enter to win exciting prizes.

We also created a MONOPOLY-themed augmented reality (AR) experience, which our fans could access through Instagram or Facebook. Our AR Filter allowed our fans to engage with the brand in a personalized manner by giving them a chance to step into the shoes of Mr. MONOPOLY himself.

To round it all out, we developed the MONOPOLY Bonus Roll Activation, housed within the Facebook Messenger platform, utilizing artificial intelligence. This frictionless chatbot activation, available at our fans’ fingertips, allowed our audience to engage with the brand on their own accord, educating them about the new games, answering common questions and offering a daily dice game that awarded entries into a cash giveaway.

Each of the digital activations had a set of unique social promo assets, including playable units, that led our customers on a journey of immersive and personalized experiences.

Results

The conversion-focused promo assets generated over 8MM impressions alone, driving over 318,000 Bonus Promotion entries with a 4% conversion rate. Overall, this social campaign exceeded all performance goals, with over 60,000,000 total impressions. As a result, the Florida Lottery's MONOPOLY Bonus Spectacular family of tickets reached over $168,000,000 in gross sales over the 8-week campaign period, surpassing the estimated 8-week sales projection by 42%.

PLEASE REFER TO THE WEB-LINK FOR FULL CASE STUDY

The Florida Lottery is a government organization that offers fun and excitement for all who play, with new games, bigger prizes, and more winners. The Lottery has also contributed more than $38 billion to education, with its sole mission to enhance public education in the State of Florida.

Media

Video for MONOPOLY Bonus Spectacular

Produced by

PPK, The Florida Lottery

Link

Entry Credits

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