Best Government Online Ad

When Virginia Lottery aimed to increase awareness of their PLAY brand with younger audiences, they sought Infillion’s help to create something memorable, engaging, and most of all – fun.
Using our TrueX interactive ad product, we created an exploratory unit that allowed consumers to “scratch off” their TV screen via a second-screen experience. First: users would scan a QR code to connect their mobile device to the CTV unit. After pairing devices, users can wipe off the graphic on their mobile device and advance the CTV experience, revealing a series of on-screen hotspots.
Each of these hotspots allows users to take a deeper dive into each of the new PLAY products by Virginia Lottery, giving each its moment in the spotlight.
By replicating the scratch-off experience, we’re tapping into the joy and anticipation of a user reveal. The hotspots encourage further exploration into Virginia Lottery products while allowing for digestible storytelling.
The experience resonated with our users. We saw increases of 14.1% in Brand Awareness and 11.8% in Ad Recall, both per a Lucid study. The unit was also above benchmark in TIme Spent (49s), Average Interactions (4.4x), Billable VCR (89%), and CTR (0.2%).
They may specialize in games of chance, but our work with the Virginia Lottery was a guaranteed winner from the start.

Contributors:

Principal Client Partner, Infillion:	Ryan Tokar
Senior Manager, Client Success, Infillion:	Gil Eplan

INFILLION

Location: USA