Creating Wins with Kentucky Lottery
Sector: Entertainment, Retail
Role: Ad Designer and Builder
Tools: Adobe Photoshop, Celtra
Primary Focus
As an Advertising Designer with Groundtruth, Kentucky Lottery was one of the first brands I managed building out Rich Media ad campaigns for. Working alongside the client’s Design and Account Management teams, I created a variety of ad concepts that evolved from RFPs to sold and published ad units. The first ad units I worked on involved taking brand assets originally meant for the client’s print efforts and repurpose them into ad units that met the KPI of the campaign. Since Kentucky Lottery focused heavily on physical purchase by their consumers, many ad units included messaging and features like the Locator Map below to help drive foot traffic into stores.
Dynamic Ad Units
Over the course of Groundtruth’s relationship with Kentucky Lottery, the client’s Marketing team was very open to trying new ad experiences such as gaming units and video that were developed to help boost overall ad engagment rates and CTR to drive more sales of lottery tickets.
Many gaming ad units I developed were built within a controlled setting where phone users were directed from the initial banner ad which then expanded to the full gaming experience. The games allowed for limited engagement that responded to user enteraction with the phone screen, and most ad units eventually drove users to buy at respective locations depending on distance from stores.
Gaming
I found personal enjoyment in seeing how I could push the abilities of Celtra’s ad unit platform when developing gaming experiences for the client. Using specific features of the platform such as device motion or randomized events, I created more dynamic experiences that featured chances to get multiple results out of a single interaction. Certain gaming units even allowed for repeat attempts as a way to drive further engagment.
