Case Study: South Dakota Lottery boosts Players Club signups with Lawrence & Schiller’s 60 Days of WINter campaign

South Dakota Lottery drives 1,600 new Players Club signups with Lawrence & Schiller

The South Dakota Lottery sought to capitalize on the holiday season, a time when many new players are introduced to lottery games through gifts. Their challenge was to stay top-of-mind with these potential players and convert their interest into loyalty club memberships. The vendor, Lawrence & Schiller, was engaged to develop a marketing campaign to address this.

Lawrence & Schiller created the "60 Days of WINter" sweepstakes campaign to build awareness and drive signups. The solution included traditional, digital, and social media content, a custom landing page, branded merchandise, and an in-game activation at a basketball tournament. The campaign was highly successful, resulting in 1,600 new Players Club signups, 22,000 contest entries, and 45,311 landing page views. It also earned the South Dakota Lottery its first Hickey Award for marketing excellence.

South Dakota Lottery