The Challenge
The Illinois State Lottery is an American lottery operated by Camelot Illinois. Fifty has worked with Illinois State Lottery on several campaigns with the twin objective of finding new audiences and helping to drive an increase in ticket sales.
The Solution
To do so, we ran three separate studies: the first into the following of popular convenience store chain 7-Eleven where scratch tickets are sold; the second into Illinois’ sports betting audience; and the third was a more granular study into the basketball following within the Illinois lottery audience.
For the 7-Eleven campaign, this involved running a social listening analysis of conversations around ‘7/11’ to identify users engaging with the store and, thus, more likely to purchase a scratch card from the store.
The Results
For the sports campaigns, Fifty ran a custom audience analysis that was built around followers of the Illinois Lottery, NBA player Ayo Dos, as well as those that follow The Chicago Bulls & the NBA Draft, a highly customised audience that was specific to the client’s goal. Across the three campaigns, Fifty achieved a monthly average of 2.8M impressions and generated $3.3k average net per month. Using Fifty’s unique technology, we uncovered a range of audiences directly related to sports betting, which enabled the client to adopt a more targeted approach and, thus, maximise their media spend.
To find out how Fifty can help your brand unlock new potential audiences and increase sales, get in touch with our Sales Team or book a free demo today.
