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Oregon voters helped create the Oregon Lottery in 1984 as a way to help stimulate the economy and fund beneficiaries like State Parks and public schools across the state. And for the first time in 15 years, Oregon Lottery was going to be launching a new game – Cash Pop!
Cash Pop is a an easy, immediate game with drawings every hour (7am to 10pm, 16 per day) seven days per week. Simply pick a number 1-15, and if your number matches the winning number, you win the prize listed on your ticket.
As the first new Oregon Lottery game launch in 15 years, Lottery challenged Pollinate to develop a multi-channel campaign that builds awareness, encourages exploration, and ultimately drives foot traffic to brick & mortar retail.
GOALS
• (Awareness) Introduce Cash Pop: Create awareness and encourage trial.
• (Consideration/Conversion) Encourage retailer foot traffic and support Cash Pop sales.
BUDGET
$400,000
TARGET AUDIENCE
(Primary) Lottery Players
• Oregonians 18+
• Lottery Core + Light Players
• Entertainment Enthusiasts
(Secondary) General Market
• Oregonians 18+
This product launch campaign was a blended media effort across all channels to best support broad awareness while generating retail sales. We leveraged tactics and placements that provided opportunities for storytelling, including custom rich media units and local news stories filmed at retailers.
Results
+549% increase in revenue over previous game
5:43s average time on site for Reels
3:33s average time on site overall
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