KK BOLD recently worked with the North Dakota Lottery on developing a new strategic campaign aimed at increasing their Pick & Click online play and use of their app. Pick & Click can be played on a computer or a mobile device. Users can automatically enter every draw from home or even on-the-go. They can also track and manage their online play and schedule a single draw at a time or for up to a year. All North Dakota Lottery games are eligible.
TV was one of the main focuses of the campaign. We organized a video shoot with Threefold, a video production company in Bismarck, to highlight the convenience of using the mobile app if you are pressed for time and unable to make it to your favorite retailer to buy tickets. We wanted to include an element of humor in the ads while still including real-life situations. We created two 30-second branding spots which can be used ongoing with no promotion mentioned and two 30-second promotion spots which feature 15 seconds of branding and 15 seconds of a promo. This strategy allows the Lottery to easily swap out the promotional messaging in the future.
Radio, online and outdoor was also updated to include the ongoing branding headline, “Never miss a draw!”, but also highlighted a limited time promo for January.
The final component to this campaign was a series of how-to videos created to show the convenience and ease-of-use of Pick & Click. We recommended breaking the steps into a series of three shorter videos to make them easier to watch and understand. Both a desktop series and a mobile app series were created to add to the Lottery’s website as well as use on social media.
This campaign ended up looking great and we look forward to many more years working with the North Dakota Lottery!