Dutch Lotto is known for its anticampaign warning about the danger of becoming a millionaire. Subsequently, warning becomes online experience. With “Millionaire” Lotto took a big step in broadband branded entertainment. More active and ‘in control’ than Youtube, more accessible than gaming: a short film in which the spectator chooses the outcome of the narrative. “Millionaire” is a film in every way: campaigns strategy, trailer, première and “making of” documentary. Playing Millionaire is the first step in the sales trajectory for new Lotto subscribers, which resulted in conversion percentage of 2,7%.Other results:443.000 unique visitors110.000 players