By using and combining “big data” (comments in social media & search behaviors) with research and questionnaires, we were able to compile the “Swedes’ average bucket list if they had money equivalent to a Lotto win”. Based on this, we built a unique visual (360°), tactile and sonic experience, enabling people to tick off the bucket list. This included a variety of things including travelling to a paradise island, going on safari and diving at the great barrier reefs. The participants were able to experience the full course in one go, unaware of what to expect which led to a lot of fun and nerve-racking responses. From this, we created a film for the rest of Sweden to indulge in, comment and become inspired of.

The implementation was done in 4 sequences, for 8 weeks.

1. Create awareness/interest of a “bucket list” through studies, dialogues, data gathering, FB posts and content.

2. Building an actual and custom made 5D experience (e.g. a course) with VR-elements using all senses including under water VR experiences.

3. Invite 6 random people to experience the Swede’s bucket list in 5D through VR.

4. Launching the full experience via FB and YouTube to get people to relate to a big win at Lotto.

5. Uphold interest through teasers, media collaboration to exploit the idea and create as much reach as possible.

In parallel, Lotto communicated continuously with traditional media and promotions. This activity only constituted 10 % of Lotto´s total market spending.

The activity drove sales with a positive ROI (calculated through actual bought Lotto tickets after experiencing any part of the campaign). More specifically, Lotto was able to drive sales from new customers and not only increase frequency from current customer base.

In total, the campaign delivered over 2 million impressions (with a total segment of 4 million people). The campaign created responses to Lotto as a brand and game where people could start to relate to what they can experience before they die with a Lotto win, rather than only focusing on winning money.

Furthermore, media awareness of Lotto increased during the same period due to the activity (compared to similar periods and with no big jackpots during the period).