The online gaming and gambling sector has grown dramatically over the last few years. Beda Leisure, specialists in online gaming, approached us with the concept for a brand new online and app based lottery. Our challenge was to name, design and build the brand, create the entire marketing strategy and build the app. It was a challenge that our app development team relished, after building many game and gambling apps over the past several years.
We worked with Beda Leisure to conduct extensive research into the UK gambling market and this, combined with our experience of developing and marketing mobile and desktop apps, formed the starting point for the project.
The client tasked us with developing a brand that would be globally recognisable and that encompassed the excitement and fun that the product would offer upon completion. Our initial research informed the overall marketing strategy including target audience, channels to reach them and split of the budget based on effectiveness of reaching this mass market. Launch channels used included TV, SEO, PPC, organic and paid social, PR and email. We storyboarded and directed the TV commercial, which was shot in Manchester and TV was our primary channel to market LiveLotto® on launch day.
Ahead of the app going live, we made sure that that site was fully optimised for search, which was supported by a PR campaign upon launch which communicated the business start up and regional business angle of LiveLotto®, with roots firmly cemented in the North West. The PPC strategy focused on targeting users searching for bingo and gambling related products, while trying to drive awareness of LiveLotto® and its new low stake offering in the marketplace. Our call to action was to drive people to the site or store to download.
Launch activity for social media included building a captive audience for LiveLotto® across Facebook and Twitter, with organic content piggybacking on popular TV and cultural references to drive conversation and engagement. Each new winner was promoted across the channels and the TV commercial was used in paid ads to drive downloads.
We successfully launched the UK’s newest online lottery with a very limited budget. Motionlab Interactive continues to work with Beda Leisure to support the game and we have seen a significant uplift since the launch campaign commenced. PR coverage reach totalled almost 80million, with 51 online portals covering the launch story, and the ROI for the campaign totalled 8:1.
Twitter Audience Increase