EuroMillions Ice Sculpture Activity
15.11.2011
On Tuesday 4th October the EuroMillions jackpot was
boosted to £85M. As the regional PR agency for Camelot, Bell
Pottinger North came up with the idea of developing an ice
sculpture of8 5 M with EuroMillions branded tokens frozen into the
ice. As the ice melts, it was proposed that people would be able to
take a token which could then be redeemed for a free lucky dip
ticket into the draw.
Activity took place on Friday 30th September and the
ice sculpture was placed on the main shopping street in Leeds. The
ice sculpture itself stood at 2 metres high and 85 branded
EuroMillions tokens were frozen into the ice, to give 85 people a
free chance to win the £85m jackpot.
From 9am a EuroMillions branded text message was also issued to
approx 4,000 phones via Bluetooth, encouraging people to come to
the ice sculpture and try and grab a token. The message also
encouraged people to buy a ticket into the draw if they could not
visit the ice sculpture.
As people chipped the branded tokens out of the ice, they were
presented with a free lucky dip ticket into the draw.
The activity was also filmed and members of the public
interviewed about what they would spend £85m on. The video was then
uploaded to the National Lottery YouTube channel, Facebook page and
Twitter feed.
As soon as activity began on site, people were flocking to see
what was going on and word-of-mouth buzz quickly grew.
As soon as everything was ready for people to start trying to
get the tokens out of the ice, a queue quickly formed and a crowd
grew, with people taking pictures of the ice.
- At any one time there was a queue of about 20 people throughout
the day waiting to chip tokens out of the ice.
- As people took pictures of the ice sculpture they were tweeting
them and spreading awareness of the activity within the online
Leeds community.
- On the day the video http://www.youtube.com/watch?v=G1HPDG7awWY
was uploaded to The National Lottery Facebook page, the video
received 180 views.