The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Government Rich Media Online Ad
What would you do if you won $1,000 a day for the rest of your life? That’s exactly what’s awaiting a winner of New York Lottery’s Cash4Life. Maybe, with that much cash in hand, you might be more likely to move outside of your comfort zone and explore more...perhaps a new cuisine? After all, you could afford to! So Cash4Life teamed up with true[X] to come up with an idea that illustrates this very premise for viewers of long-form streaming video on desktop, mobile, and connected TV. In order to make this Cash4Life campaign as interactive and engaging as possible, true[X] created a geo-location-powered experience to help identify restaurants close to the user. Users were enticed with all the Japanese, Italian, and French cuisines nearby. The easiest way to be able to try all these fantastic restaurants, of course, would be with $1,000 a day – a problem that Cash4Life was uniquely situated to solve. Users could then click through to see where Cash4Life retailers were located in order to play for the chance to win and sample these mouthwatering cuisines. And the unit seemed to whet users’ appetites. Cash4Life and true[X] saw an average of 52 seconds time spent on desktop (more than 150% the minimum 30 seconds) and 86% video completion rate across platforms. Lastly, given the experience took only one click to enter and explore, an average of 3.1 interactions on mobile showed just how well the experience piqued interest.
Contributors:
TRUE[X]
Location: United States