Skip Friday 13th and play Loto.

skipfriday13.com

A 24-hour microsite experience that allowed everyone in Lebanon on Friday, May 13, 2016 to play Loto online from different cities that were still on Thursday the 12th, or already on Saturday the 14th.

How? By rerouting Loto Libanaise' website IP address every hour from one city to the next, across 24 servers worldwide based on their time zone — Tokyo, London, Havana, Auckland, Rio de Janeiro, Dubai, New York, Kingston, Bangkok and more. Skipping Friday the 13th in its entirety.

We promoted the site with out-of-home ads, online banners and social media posts.

Reach:

Over 1.1 million impressions from social PR and social media, including Facebook, Twitter, LBC International, MBC, The Daily Star, among others worth more than USD105,000.

Source: OMD Media Tracker, May 2016

Impact:

Site traffic was up by over 14,900%.

Source: Loto Libanaise analytics

Sales:

We didn’t just avoid the usual drop in sales on the day.

We actually had the biggest day of ticket sales on record:

23,827 tickets.

Source: Nielsen sales report for Loto Libanaise, Jan 2015 – April 2016