Christmas in an Instant
We partnered with Camelot on a series of social media apps to support the Instants brand.
The campaigns extended the “playing experience” of the Instants brand into social channels to support two brand campaigns and product launches happening in print, TV and OOH.
Two Facebook tab apps were designed and developed based on a LAMP stack with reskinnable CMS. They reflected the new imagery used on the scratchcards being released during the campaign period (Christmas and Spring).
The mechanic was very simple. The app asked a simple question and users scratched off the most appropriate answer. It also encouraged users to set a reminder to scratch off future boxes.
The prize value was set at £100 which research showed was “within reach” for players.
The first app gained 101,000 unique entries in 6 weeks. The second app resulted in 113,406 entries in 5 weeks. Both exceeded all target entries and engagement levels on the Facebook page.