Challenge
Grow volume of interactive registrations within a controlled efficiency ceiling.
Solution
Camelot’s business changes every week due to the size of the jackpot and the first thing Media Contacts did was to recognise this. Media Contacts collected historical data over a number of years and developed a predictive model that looked at the correlation between registration volumes, CPA and media spend across all media channels.
This model underpins the channel split and trading criteria for every week so that volume can be maximised. Media Contacts quickly learnt that with 3 draws a week, there was downtime when users were not registering and so media is turned on and off. Long term partnerships deals with key portals run consistently across the year including editorial integration. This is supported by tactical media bought with less than a day’s notice, including video advertising, which is carefully phased alongside TV.
Results
Interactive registrations up 24% YOY.
The integrated TV & video strategy has been proven to drive as much as £10m incremental revenue in peak weeks.
“Media Contacts has provided superior quality across all facets of our interactive businesses, from revenue modeling to campaign negotiation and implementation. Their strategic approach has enabled them to manufacture communications campaigns that answer (and exceed) our business goals.”
Robert May, Head of Channel Marketing, Camelot