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In October 2020, the Florida Lottery relaunched their flagship game, Florida LOTTO, with a brand new logo, new game features, and an accompanying integrated advertising campaign to attract new and lapsed players.

Our omni-channel media strategy was dictated by three key pillars:

Reach:

Leverage unique reach, comscore ranked sites, programmatic, and social to prioritize reach and drive awareness

Relevancy:

Utilize high-impact capabilities and endemic placements to drive active engagement and position the Florida Lottery in a positive light

Recency:

Employ location partners to track retailer visitation, measure sales lift

Teaser Campaign

Two weeks before the game’s official launch, we launched a teaser campaign that ran on out-of-home billboards across the state of Florida, as well as through paid digital ads.

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Campaign Launch

Florida LOTTO is the Florida Lottery’s original draw game, and it’s a game unique to Florida, so we created a campaign that showed the Florida LOTTO for what it truly is.

It’s Florida’s Game!

From orange trees, to alligators, to rocket launches, the “Florida’s Game” campaign pulled from some of the most iconic details and destinations of Florida, and these details were highlighted in each and every campaign activation.

TV & CTV Radio Out-Of-Home In-Store Digital Space Launch Trivia Site

TV & CTV

This spot ran statewide on 60 broadcast channels across Florida’s top 10 DMAs in both English and Spanish.

We optimized our media mix to incorporate a heavier rotation of Connected TV (CTV) through streaming platforms like Hulu and Roku. Our CTV spot included an overlay to highlight the new features of the game and to drive to a How To Play Video.

Radio

With the strong shift to streaming services, we adjusted our media mix to incorporate additional radio streaming platforms, like Spotify and Pandora.

Out-of-Home

Our campaign ran on over 70 digital out-of-home billboards statewide, as well as on specific activations at the gas station, which allowed us to reach our consumers while they were at the point-of-purchase. We created an alternate :15 spot specifically for GSTV and Pre-Roll that incorporated the Florida LOTTO logo in the first :05 to improve consumer recall. These gas station activations aligned with our media strategy by keeping the product top-of-mind and driving impulse purchases while players were at the pump.

In-Store

We also strategically placed our messaging at the point-of purchase, utilizing multi-screen animations, point-of-sale print pieces, and animated screensavers for the Florida Lottery full-service vending machines.

Digital

Florida’s Game was all over the digital space, with both Static and HTML banners directing straight to the Florida LOTTO homepage. Gamified, high-impact digital units were served to players to inform them about the game’s new features in an engaging way.

83% Video Completion Rate (VCR) | 0.31% Click-Through Rate (CTR) | 80% Viewability | 40% Higher engagement rate than the goal

Space Launch

What’s a better way to relaunch a classic Florida game than by launching it into space from Florida’s Space Coast? By partnering with Space Florida at the Kennedy Space Center, we sent the new LOTTO ticket 122,182 feet into the stratosphere.

Reached over 2.3MM people on social media | Over 650,000 video views | 9% Brand recall rate which was over 80% above goal

Trivia Site

To hammer home that Florida LOTTO truly is “Florida's Game,” we also created an online website activation called, “The Game of Florida Trivia”. This microsite gave players the chance to be entered in daily giveaways by answering Florida-themed trivia questions everyday until the end of the campaign.

This activation was promoted through both Paid and Organic Social Media, including reminders to play, hints to daily questions, and announcements of weekly winners.

Over 19K Participants the first week | Over 195K Game plays within the first 6 weeks

More to Come

While this campaign is still in full swing, we have already seen a 9.5% increase in net ticket sales YoY, and there is still more to come, as we prepare for an upcoming partnership with the NFL for Super Bowl LV in Tampa Bay, FL.