Loto, the French Lottery have 40 years. And let’s face it : for a brand is kindaaaa starting to feel old.
So how can we celebrate our 40th birthday, and still be cool for young people ?
Loto presents the first participative jackpot ever.
Like any self respecting “young people” birthday, we created a Facebook event. But contrary to any other “young people” Facebook birthday event, this one could earn you a loooot of money. Well yes ! the simple fact of joining our event adds money to the final jackpot. So the more people join the event, the bigger the jackpot.
FRANCE WENT MAD
In less than two weeks, the numbers were amazing :
500 000 visits.
202,000 invitations sent.
+38 000 subscribes.
40 000 reactions, comments.
68 millions media impressions.
50% of french population exposed on 18-49 years.
+8 increase in popularity index
This lead to break our all time participation : 4,4 millions player on jackpot day.