Allwyn UK
For its recent EuroMillions campaign, Allwyn UK launched the UK’s first ever sponsored AI Lens, and proved the power of the platform in a competitive market.
“Our aim was to capture the excitement of the EuroMillions luxury holiday prize draw in a way that felt immersive and aspirational. The AI Lens achieved that and has allowed us to push the boundaries of how we engage with players digitally.”
- Helen Nash, Paid Social Media Manager, Allwyn UK
Elevating EuroMillions with Snapchat
Allwyn UK, the operator of The National Lottery, was on a mission. With one of its biggest ever jackpots and a luxury holiday prize draw on the horizon, it needed to encourage the public to dream big – and that’s where Snapchat came in.
Luxury in a Lens
Allwyn UK wanted to engage the Snap audience in a fun and innovative way when highlighting the holiday prize on offer. By offering Snapchatters a chance to win a luxury trip to Thailand by purchasing a EuroMillions ticket, it could elevate EuroMillions from a transactional purchase to an aspirational experience – but it needed AI to do it.
As AR Lenses which visibly transform users’ settings are 3x more likely to be shared than static AR experiences, Allwyn opted to anchor its campaign in that experience. The activation gave users an opportunity to immerse themselves in the ultimate dream lifestyle – the exact thing they could win via the EuroMillions holiday prize draw!
The power of the lens meant Snapchatters were instantly ‘placed’ in luxurious locations around Thailand, where they could see themselves enjoying private dining experiences, spa treatments, and pool time. To supplement this immersive experience, Allwyn UK ran a series of Snap Ads reminding audiences of its Thailand promotion, which drove further awareness of both the competition and the transnational lottery.
Ticket to Success
Allwyn’s campaign, which took place in June, was a runaway success, reaching 2.2 million Snapchatters and driving a 1.26% AR Share Rate 1.
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