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What a lucky day when you catch your local bus and discover that your fare has already been paid. That is the idea behind the “Lucky Ride”, a campaign created by CCCP-McCann Managua to promote the electronic version of the national Nicaraguan Lotto. The Lotto effort reached over 1 million Nicaraguans by offering them the chance to ride the bus for free.

 

The campaign aimed to tackle two major challenges: how to offer to the broadest number of people the feeling of being struck by good luck while overcoming the inherent suspicious Nicaraguans might have towards a new, electronic Lotto electronic system. The campaign is designed to motivate Nicaraguans them to engage with this new gambling modality as they would with printed Lotto tickets.

 

The strategy was a non-traditional media campaign that managed to amplify the “Lucky Ride” initiative through word of mouth and massive spontaneous media coverage. The result? The Lotto multiplied its investment by 1000 percent and motivated three million Nicaraguans -- half of the country’s total population -- to comment it on social media. The campaign resulted in the sale of 20,000 Lotto tickets on day one and 600,000 by the end of one month.