Our strategy was to develop an umbrella of rich and innovative digital activations to create meaningful connections with our customers in a cluttered media environment.
Background
In 2020, the Florida Lottery partnered with PPK for a big launch—a family of Scratch-Off games leveraging Hasbro’s MONOPOLY brand. The COVID-19 pandemic has re-shaped offline and online consumer behavior; digital media consumption has more than doubled*, as users yearned for entertainment.
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Client
Florida Lottery
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Years
2020
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Industry
Government
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Services
AR Filter Development
Microsite
Chatbot
TV
Insight
Monopoly Season Starts Here
We saw it as an opportunity to leverage the beloved, nostalgic brand of the world’s most-played board game and create an integrated digital experience that would provide multiple gamified touch points and offer play value and entertainment to our fans.
Strategy
Monopoly Bonus Spectacular
Giveaways Galore Microsite
First, we built the MONOPOLY Giveaways Galore digital game that would become the bedrock of our campaign, giving users an incentive to come back to the website every day of the activation and enter to win exciting prizes.
Over 8.4MM Impressions | $0.60 Cost Per Landing Page Visit (CPLPV), which was 52% below goal | Over 38k Playables via the playable unit
Augmented Reality Filter
We also created a MONOPOLY-themed augmented reality (AR) experience, which our fans could access through Instagram or Facebook. Our AR Filter allowed our fans to engage with the brand in a personalized manner by giving them a chance to step into the shoes of Mr. MONOPOLY himself.
Reached over 3.5MM People | Over 15.9MM Impressions | Over 12K AR filter opens
Bonus Roll Chatbot Game
To round it all out, we developed the MONOPOLY Bonus Roll Activation, housed within the Facebook Messenger platform, utilizing artificial intelligence. This frictionless chatbot activation, available at our fans’ fingertips, allowed our audience to engage with the brand on their own accord, educating them about the new games, answering common questions and offering a daily dice game that awarded entries into a cash giveaway.
2.9MM impressions | Over 15k conversations started | Over 75K Bonus Promotion entries from the chatbot alone
Monopoly Campaign
With a live-action production and supporting media spend already planned, we had to quickly pivot our strategy for the Florida Lottery MONOPOLY TV spot to meet new safety restrictions due to COVID-19.
Results
Each of the digital activations had a set of unique social promo assets, including playable units, that led our customers on a journey of immersive and personalized experiences. Specific conversion-focused promo assets generated over 8MM impressions alone, driving over 318,000 Bonus Promotion entries with a 4% conversion rate.
Overall, this social campaign exceeded all performance goals, with over 60,000,000 total impressions. As a result, the Florida Lottery's MONOPOLY Bonus Spectacular family of tickets reached over $168,000,000 in gross sales over the 8-week campaign period, surpassing the estimated 8-week sales projection by 42%.
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60,886,874
Total Impressions
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6%
Brand Recall Rate
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$0.60
Cost Per Landing Page View
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117,632
Total Microsite Entries
