Case Study: Illinois Lottery boosts brand awareness and purchase intent with Snapchat

Illinois Lottery Partners with Snapchat For Holiday Instants Tickets

Illinois Lottery partnered with Snapchat for the 2021 holiday season to raise awareness and purchase intent for its Holiday instant tickets. Facing the challenge of engaging younger and lapsed players, the brand sought a fun, shareable way to get Snapchatters “scratching” and excited about its instant games.

The campaign used an interactive Audience Lens with multiple scratch outcomes and a broad 18+ target that prioritized users unfamiliar with the Lottery. The Lens drove strong engagement and sharing (1.05% share rate → 200,000+ earned impressions and 137,000 earned reach) and delivered significant lifts: +12 points brand awareness, +3 points ad awareness, +5 points brand favorability and +4 points action intent — outperforming benchmarks for brand favorability and action intent.

Illinois Lottery