In Spain in recent years we have seen that some of the most important media groups are betting on branded content & entertainment formats in their programation. However, and according to studies by Infoadex, only 59.2% of small and large companies have developed branded content actions.

The ability to convince internally, high costs and the difficulty of finding interesting content still being barriers for professionals.

We could say that we are still at the stage of trial and error.

We wanted to show the joy of this group who just won the lottery. We created an immersive and interactive experience to make viewers feel all the excitement. It started outside the bar, with the main story. As they entered the bar, they would encounter the different winners and could watch their stories.

To create the site, we first took several pictures, then created a Photosynth video with them, creating a navigable pointcloud. The result is something halfway between morphing and timelapse that makes the experience more vivid.

It also allowed people contribute their own lottery story and purchase a ticket for someone as a surprise.

The concept and creativity proved very popular among Spaniards, the videos gathered more than 8 million views + another 5 million in spoofs (many of these spoofs were created by comedy TV shows) becoming one of the most viral campaigns in Spain’s advertising history.

The campaign was 3 days in a row trending topic in Spain and it achieved 7,4 million euros in earned media value.

The campaign also sold a lot of tickets: it helped sell 110 million euros more than the previous year. A staggering total of 123 million tickets were sold in a country of 46 million.

But more importantly it uncovered real stories of actual heroes that once did as Antonio and saved a winning ticket for somebody changing the conversation from greed to generosity.