How could we drive positivity and excitement about The National Lottery and 20 years of changing lives through digital and social channels?
We needed to make players feel a part of the 20 year celebrations so we created 10 beautifully shot celebratory-themed videos, each revealing a URL like iwanttosleepintheshard.com where users could win an incredible experience (from a spa break to a holiday). Each microsite delivered a key message about 20 years of changing lives and directed users to the TNL website to learn more. The competitions were open 6-8pm each evening from 10-19 Nov with the final winner announced live on TNL’s birthday draw show.
The #LetsCelebrate activity generated 6.3 million impressions and received over 135,000 competition entries. An added bonus was that 56% of entrants went on to The National Lottery website and generated over £142,000 in additional revenue.
One more thing
12 cakes were blown up to get the perfect shot of the spinning strawberries.