SOUTH DAKOTA LOTTERY
RETAIL
PUTTING THE
WIN
IN WINTER
SOUTH DAKOTA LOTTERY
60 Days of WINter
Receiving holiday scratch games as a gift introduces lottery games to a lot of new and potential players every year. The South Dakota Lottery wanted to stay top of mind with these new players while also converting their new-found interest into Players Club memberships.
Snow Much Fun
We decided to build awareness and Players Club signups with a two-month sweepstakes called “60 Days of WINter” giving away scratch games, gift cards, concert tickets and more. We even created branded South Dakota Lottery winter merch to match the campaign theme (and won some national awards along the way).
Over 1,600 New Players Club Signups and 45,311 Page Views
Along with traditional, digital and social media content, we created a custom landing page to drive traffic and gather entries. We also sponsored the Summit League Conference Basketball Tournament in Sioux Falls with an in-game activation promoting the Lottery and giving lucky fans a chance to shoot baskets and win scratch games.
Winning Results
1,600New Players Club Signups
22,000Contest Entries
45,311Landing Page Views
822
App Downloads
Hundreds of Thousands of Impressions
Awards
The work won the South Dakota Lottery their very first Hickey Award — a prestigious honor within the North American lottery industry recognizing excellence in creative and innovative marketing.
