Oklahoma Lottery mixes social and mobile to drive sales

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Back in 2010, the Oklahoma Lottery used traditional and social media to build a 'mobile VIP club'. The company used a social media campaign, to create brand awareness and drive sales. The campaign offered a chance to win $100 a day for 30 days by texting in and joining the Oklahoma Lottery Mobile VIP Club. They kept their audience aware of the ongoing promotion by posting winners on their Facebook page as well as their own website. The Oklahoma Lottery campaign amassed almost 13,000 people in the mobile club in one month. One week after the $100-a-day promotion ended the Oklahoma Lottery launched their new iPhone application. A mobile alert was sent to their newly created mobile club to invite everyone to download the new app. They received 667 click-throughs from the text alert the first day.

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Brand: Oklahoma Lottery| Sector: Entertainment | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: September 7th –October 6th, 2010

“We're excited with the results. We now have within our marketing arsenal another communication tool that has proven effective in driving sales, introducing new products, driving traffic at special events and maximizing awareness of jackpot drawings”- Jay Finks, Marketing Director for the Oklahoma Lottery

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