Do you want to be a VIP? The Rhode Island Lottery presented us with another fun campaign to execute – the Premier VIP ticket. This new instant game has prizes that are sweet but the reward is sweeter! Customers play for the chance to win up to $50,000 instantly or enter non-winning tickets for a 2nd chance for a prize of their choice!
Some of the prizes included all-expense paid trips to Nashville, Las Vegas, New York, and Block Island or a $4,000 cash prize.
The Creative
For the creative, our team enlisted the help from Idea Machine to put together a robust, yet simple, commercial.
For this campaign, we needed a 30-second video, as well as a 15-second video for a TV commercial and for social media purposes. DDL’s design team executed gifs and stills to be included, as well.
Forms of Media
Although this campaign was only running for a few weeks, there were many moving parts that went into it. Our goal was to get as much coverage as possible in that short amount of time without oversaturating the market. To accomplish this, we used various forms of media.
Social Media
The social media portion of this campaign was executed in a manner that was informative and fun for the viewers. Once the campaign was underway, we scheduled our posts accordingly to create enforcement of the messaging. The use of gifs, stills and videos were used to switch up the creative going along with the text.
Paid Advertising
Of course to compliment our organic efforts, our team created paid advertisements to reach a wider audience through different mediums. These ads were small images that would appear on the side banners of websites, mid-text headers, and on online search engines, as well as 1080×1080 sized static and video running across Facebook and Instagram.
Below you will find some of the banner ads we created for the campaign.
Digital
- Ads Delivered: 998,790
- In-Store Visits: 17,321
- Average CPA: $0.35
- Average VCR: 95.96%
- Unique Devices Reached: 152,807
Social – Static
- 287,980+ people reached
- 52,496 people engaged with the post
- 357 clicks
Social – Video
- 51,696 reach
- 14,022 people engaged with the post
- 294 clicks
Traditional media
One of our specialties is media buying – and with this campaign, we put our expertise to the test! We had our advertisement running across 5 local TV channels and 5 local radio stations. The TV stations had our commercials running, while the radio stations had voiceovers. The commercials had primetime spots, as well as dayparts and regular flights.
To accompany our native ads, we also had Spanish ads running. Spanish is the second largest language spoken in Rhode Island, so the lottery and our team wanted to make sure we hit every target demographic.