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The Ohio Lottery Playable Radio
I conceptualized and designed a landing page for The Ohio Lottery as a key component of the innovative, award-winning "Playable Radio" campaign, where we transformed the traditional radio platform into an interactive game.
Responsibilities:
Concepting
UX Design
Visual Design
Web Design
Platforms:
Broadcast Radio
Web Desktop
Mobile
How can The Ohio Lottery reach the digital-first generation and engage with them through an innovative, new method, breaking away from traditional lottery advertising?
The Challenge
The Solution
Hack broadcast radio to create the first-ever playable radio game.
We reimagined an old-fashioned medium—a 60-second pop song—by transforming it into an interactive game. The song’s lyrics were crafted to guide listeners into playing the game via their phone's song identification, Shazam, leading them to their music platform of choice, where after solving the clue, led them to a landing page where they could enter for a chance to win money.
I collaborated closely with my team to concept ideas, shape the user flow from radio to the website, and wireframe the user experience, ensuring the transition between the radio game and landing page was seamless and intuitive.
My Role
During brainstorming sessions, I helped determine how the website’s look and feel could align with the larger campaign, focusing on creating a cohesive visual identity. After narrowing down ideas, I worked with the team to iterate on design elements and finalize the landing page. Additionally, I contributed by creating supplementary assets such as logo designs and cover art for the campaign, further enhancing the overall branding and user experience.
Results
This innovative approach to a traditional platform engaged a new audience and created a fun, modern twist on the typical lottery experience.
The campaign was a big success, with 6.4 million Ohioans tuning in to hear the song on the radio. Over just two weeks, there were 20,000 song IDs, and the landing page saw more than 7,000 site visits, generating over 24,700 button clicks. The engagement rate was 67%, significantly higher than the industry benchmark of 40%. Additionally, 1 in 5 participants were new lottery players, and half of all players were millennials. The song also achieved notable chart success, ranking in the top 50 in Cleveland, Ohio.
This campaign also led to major recognition, including wins at The Radio Mercury Awards, The Reggies, and a National Gold at the AAF Addy Awards.
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