Washington’s Lottery: First ever Hulu pre-roll game.
Challenge: To the casual observer, playing a Lottery and picking numbers seems simple and natural. However, we found many Washingtonians are intimidated by the experience. In fact, over 50% of the State didn’t play – largely because they didn’t really know how.
Our challenge was to alleviate fear for the non-playing audience (largely 18-34) by demonstrating there was no wrong way to pick numbers and no wrong way to play the Lottery.
The Idea: Our “How to Play” Platform was designed to be engaging from the start. We decided there was no better way to teach someone how to play a lottery game than by creating, well, GAMES. These weren’t just ANY games… we created games that broke through clutter and encouraged participation.
We approached Hulu and eCast and challenged them to help us create experiences demonstrating how much fun it is to play the lottery -- even when you’re not really playing the lottery. The end result was that we developed the “first-ever” interactive game to run as pre-roll on Hulu. Viewers could choose to watch our spot or play our game. This first for Hulu was so successful that they are now building it into their sales portfolio.
On touchscreen jukeboxes, we challenged bar-goers to play our game in exchange for a chance to win a free song-play. Finally, the games were part of our rich media executions on relevant content sites like Pandora & ESPN. Combined, our efforts effectively intercepted the target with opportunities to interact and they responded.
Results: The results blew us away. The Lottery experienced their first double-digit sales increase in 10 years and the games exceeded expectations everywhere they were placed. Rich media exceeded industry benchmarks for interaction rates (1.8%) and time spent (16.9 Seconds). Nearly 90% of Hulu users chose to play our games vs. traditional pre-roll. Jukebox games were the most successful in the platform’s history, besting previous category records for time spent by 30%. Over the course of 8 weeks, Washingtonians played over 571,000 games in digital environments.