Mobile marketing utility for the National Lottery of Serbia

Goal

To provide a new channel of participation to NLS (National Lottery of Serbia) beyond the traditional paper-based ticketing.

A key element of this utility is the transparency and security of the drawing mechanism. Internetq’s SMS application formed the basis of the campaign, coupled to the reliability of the mobile participation channel.

All users sending in a blank SMS were entered in draws for large prizes  on a daily and weekly basis, as well as a $55.700 final prize.

Procedure

• A national TV advertising campaign was launched 
• Users sent a blank SMS to a premium short code and received points to the draw (the equivalent of lottery tickets)
• Users sending more than one SMS increased their points total and thus their chances of winning
• Bonus sessions (MT messages alerts) with information about getting extra points for the lottery were sent daily to participants
• The first step in each draw was the extraction of a file with the up-to-date ratings of all participants. A security algorithm was applied to the file to exclude the possibility of post-extraction tampering.
• The National Lottery of Serbia performed each draw at its own premises by using a standalone application that read the extracted file and randomly generated a winning ticket.

Time to completion

Drawing mechanism customizations can be tailored to any specific campaign needs within two weeks.

Duration of services

The National Lottery of Serbia has chosen Internetq’s SMS application and drawing mechanism for a second consecutive promotion in February - March 2009.