Olympic success for National Lottery brand

Olympic success for National Lottery brand

Wednesday, September 7, 2016 Posted by Andy McCarron
The UK National Lottery has been a major beneficiary of Rio 2016 Olympics

A review of the I Am Team GB campaign has shown that awareness of The National Lottery’s support for Team GB has almost doubled during the Oympics – going from 28% before the campaign, to 52% after it.

The I Am Team GB campaign has been a masterstroke and enabled the National Lottery to ride a wave of goodwill following Great Britain’s exemplary Olympic Games medal haul.

Throughout August, Team GB’s athletes, coaches and fans have all credited lottery funding as one of the biggest factors behind the success in Rio – and The National Lottery’s multi-faceted, digitally-innovative campaign was responsible for highlighting much of this praise. One of the most talked-about elements of the overall campaign was the unique, personalised ‘thank you’ video content delivered through the National Lottery’s Twitter feed and developed by EchoMany – this in itself delivering over 8 million organic views on Twitter.

People who tweeted #IAmTeamGB received personalised content – such as an image of a Team GB athlete holding a placard featuring the supporter’s name or a highly bespoke video in which an athlete appears to personally reply to the fan’s message using their phone.

This helped ensure The National Lottery drove the most engagement on Twitter of any Team GB partner – according to data from Brandwatch, it received over 20,000 mentions on Twitter, more than three times as many as the number two brand, Nissan, with just under 6,000.

68% of people said that they feel more positive towards The National Lottery as a result of its support of Team GB and this, in turn, has led to a third of players saying they would play more or be encouraged to continue playing as a result of the support for Team GB.

Adam Chataway, marketing manager for The National Lottery, said: “Team GB smashed all predictions, and the Olympic Games in Rio were hugely exciting for the whole of the UK. But anyone who plays The National Lottery should be particularly proud. By simply buying a ticket, they’ve helped to raise over £80 million a year to support over 1,300 athletes on the road to Rio and beyond.

“And the I Am Team GB campaign also exceeded all expectations, with record-breaking reach and engagement levels, ensuring that National Lottery players were rightly placed front and centre of the national conversation around the phenomenal achievements of our athletes.”

Totally Gaming Says: With a percentage of UK lottery funds going to ‘good causes’, many of which are involved in grassroots sport, the Rio 2016 Olympics has given the National Lottery a reputational boost that money would not be able to buy. While it is unlikely the National Lottery would have received quite so big a boost had the results not been spectacular, in the event it’s felt like a month-long marketing campaign for the lottery operator.


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