Well, to be completely accurate it is going to be an estimated UK PDS 18 million Lotto Triple Rollover! The UK’s Camelot National Lottery rolled over for the 2nd time in a few days on Wednesday evening and it is at times like this that the Media Buyers just love Digital Screen Networks.
It seems that Camelot are really starting to use the reactive properties of Digital out of home and doing much more with the digital networks.
We have seen the Rollover promotions at various locations; roadside / city centres, taxis, malls, gyms, hair salons and transport networks.
In terms of pure digital networks we believe that Vision Media Group (formerly ScreenFX), City Gateway Media, ATM-ad and half a dozen other digital networks are playing out the content in the UK now until Saturday.
Creative was by Camelot and AMV
Media was by MPG and Posterscope/Hyperspace
It’s not only in the UK where national lotteries and media planners and buyers can see the benefit of going digital. We noticed that Toronto-HQ’d Ontario Lottery and Gaming began pushing its products in shopping malls across Ontario this week also by leveraging Neo Advertising’s digital screens…
To boost the urgency quotient, whenever potential winnings for Lotto 6/49 and Super 7 exceed $20 million, OLG’s digital ads will cite the mounting jackpots. The real-time updates are being added to creative from the lottery corp’s current television campaign by MacLaren Advertising’s Toronto shop. Media Buying Services (MBS), also of Toronto, is handling media buys for the campaign, which will run until the end of March.