How Staatsloterij created an early sales peak with their sweepstake
With a smart, long-running sweepstake, Staatsloterij boosted ticket sales and increased excitement leading up to King’s Day.
The King's Day campaign starts every year on april 11 the biggest challenge was the fact that King's Day doesn't really gain momentum among the Dutch until just a few days before the celebration. Staatsloterij saw this reflected in the sales: it starts slowly. So, how could Staatsloterij make the King's Day draw relevant early on?
The solution and the result
The solution was found by organizing a long-running sweepstake through the online Lotify platform. By purchasing each ticket, participants had a chance to win an extra prize package every day with their unique ticket number. This made it appealing to purchase the King's Day ticket earlier, and it brought added excitement throughout the entire campaign period.
Objectives
200,000 unique participants
Data collection & opt-ins from players
Achieved
679,189 participants, of which 208,274 were unique.
A sales uplift in retail in the first 10 days of the campaign
An incredible prize package including a 6-day trip to New York + pocket money and a boat worth €34,846.
How did the flea market sweepstake work?
To stimulate ticket sales for the King's Day draw early on, the Staatsloterij Flea Market Action was organized. This sweepstake ran from April 13 to April 27. Participants could register with the unique ticket number of the King's Day ticket and had the chance to win exciting prizes every day. The earlier participants registered, the more chances they had to win the additional prize package. This made the King's Day draw relevant even in its early stages.The goal was to reach 200,000 unique participants. By the 11th day, 90% of this goal was already achieved! In the end, the sweepstake reached 670,189 participants, of which 208,274 were unique. There was also a sales uplift in retail in the first 10 days of the campaign.
Custom Sweepstake
This sweepstake was a tailor-made solution. Lotify translated the concept, in collaboration with Nederlandse Loterij, into a technical mechanism. They also conducted daily drawings in the presence of a notary from Nederlandse Loterij. Additionally, an API connection was set up from our platform to Nederlandse Loterij to integrate the leads directly into their CRM system for follow-up.
Incredible prize package
By participating in the sweepstake, Staatsloterij players had a chance to win an incredible prize package, including the following prizes:8x Playstation 5 + game8x Dyson Airwrap5x Zalando gift cards worth €1002x 6-day trip to New York + pocket money1x Electric boat worth €34,846
