CHALLENGE
Mido Lotto, a great new way to order Lottery tickets on a mobile phone, had launched back when digital marketing was a lot easier. You loaded your goals into Facebook and let 'er rip.
Fast forward to after Apple instituted privacy guards in iOS, and suddenly things were a lot harder. Add to that a regulatory environment that started lumping Lottery delivery in with mobile gambling, new restrictions on the digital environments, and state by state adoption variations, and things got a little tough.
WHAT WE DID
Wider audiences, lower costs.
After completing a full-funnel review of the growth efforts Mido Lotto had been making, a couple things became apparent. First, bottom of the funnel conversions indicated there was a credibility problem once it came time to connect payment accounts. Second, we found that targeting at the top of the funnel was neither effective nor cost efficient. It's a fact that about half of Americans buy Lottery tickets some time during the year.
With that in mind, changing the media matrix to regionally booked broadcast media (radio, TV, streaming audio and video) while buying through national brokers to access better CPM rates proved to be a significantly better advertising option, especially as we adjusted the metrics to focus on cost per purchase rather than registration.
A full makeover.
With the advertising reshaped and beautified, we moved into the app. While bringing the design into brand (and into modern usability models), we worked on onboarding, loyalty, and gamification tools as well. Quickly the results started to show.
Post-registration conversions tripled as audiences recognized the designs and tools from the TV and radio commercials they'd heard. Players played more, and the convenience of ordering online made even conservative players engage more often.
RESULTS
Mido Lotto finished these brand and app updates just in time. Sports betting apps, the modern leaders for innovation in the space, started acquiring Lottery apps, and Mido was right in line.
- Modern design and branding
- Improved onboarding with web-based funnel
- Acquisition at half industry average costs
- Loyalty and gaming tools way beyond competitors
CAC/LTV
600%
ACTIVE CUSTOMERS
165,000
REGISTERED USERS
600,000+
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