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Intralot CFC
National lottery campaign platform featuring video contests, community voting, instant-win games, and live tour events. Multi-pathway engagement driving customer acquisition with premium prizes.
Campaign Overview
The Crazy Freestyle Challenge was a national promotional campaign for Intralot, Italy’s leading lottery operator. The initiative combined digital engagement with live events to drive brand awareness, customer acquisition, and cross-sell opportunities across Intralot’s product portfolio.
Business Objectives
Primary Goals
- Brand Activation: Position Intralot as an innovative, youth-friendly brand through association with football freestyle culture
- Customer Acquisition: Drive new user registrations through gamified contest mechanics
- Cross-Sell Engagement: Encourage existing lottery customers to interact with the brand digitally
- Lead Generation: Capture qualified leads for partner marketing (Samsung, Zanox affiliates)
Secondary Goals
- Generate user-generated content (video submissions) for social proof
- Build an engaged community around the Intralot brand
- Create memorable live experiences at key Italian cities
- Drive traffic to physical retail locations through instant-win mechanics
Campaign Structure
Four Participation Pathways
The platform was designed to engage multiple audience segments simultaneously:
| Segment | Activity | Incentive |
|---|---|---|
| Football Freestylers (Official) | Submit 60-second performance videos using regulation ball | Trip to Rome finals + Samsung TVs |
| Football Freestylers (Crazy) | Submit creative videos using non-standard objects | Trip to Rome finals + Samsung TVs |
| Video Voters | Daily voting on submitted videos | Samsung smartphone raffle |
| Intralot Customers | Enter lottery ticket codes for instant validation | Weekly Samsung tablets + Smart ForTwo |
National Tour
A branded truck toured major Italian cities, creating physical touchpoints for the digital campaign:
- Naples (May 21-22): Rotonda Diaz, Lungomare Caracciolo
- Turin (May 28-29): Eataly Lingotto during Birre in Piazza festival
- Rome Finals (June 11): Ex Dogana – Grand finale with live performances
Strategic Partnerships
Prize Sponsors
- Samsung: Provided premium prizes (SUHD TVs, Galaxy smartphones, tablets)
- Smart Automobiles: Grand prize Smart ForTwo Turbo Cabrio
Media & Talent
- Gunther Celli: Italian Football Freestyle Champion – competition judge
- Diletta Leotta: Sky Sport presenter – Rome finals host
- Radio Kiss Kiss: Timo Suarez as tour presenter
- Gianluca Di Marzio: Sky football journalist – Naples event guest
- Ensi, Rasty Kilo, Gast & Alien Dee: Live music performances at finale
Marketing Partners
- Zanox: Affiliate tracking for conversion attribution
- Lovby: Lead generation tracking
Platform Capabilities
User Engagement Features
- Social Login: Streamlined registration via Facebook/social accounts
- Video Upload: User-generated content submission with category selection
- Community Voting: Daily engagement through video rating system
- Instant Win: Real-time prize validation using lottery ticket codes
- Profile Management: Centralized user dashboard for all contest activities
Multi-Channel Integration
- Digital Platform: Responsive website for desktop and mobile
- Physical Retail: Ticket code integration with POS receipts
- Live Events: Tour dates with on-site registration
- Email Marketing: Transactional and promotional communications
Key Results & Outcomes
Platform Performance
- 3-year platform lifecycle (2016-2019)
- Multi-city national tour execution
- Successful integration with existing Intralot systems
- Seamless handling of peak traffic during live events
Engagement Metrics
- Multiple participation pathways driving daily active engagement
- User-generated video content library
- Community voting fostering return visits
- Cross-promotion between digital platform and physical retail
Brand Impact
- Association with football freestyle culture and youth demographics
- Celebrity partnerships enhancing brand credibility
- Live event experiences creating memorable brand moments
- Samsung co-branding elevating perceived prize value
Value Delivered
For Intralot
- New Customer Acquisition: Registration-gated participation drove database growth
- Customer Retention: Daily voting mechanics encouraged repeat engagement
- Omnichannel Strategy: Bridged digital and physical retail experiences
- Brand Modernization: Positioned Intralot as innovative and engaging
For Participants
- Low-Barrier Entry: Multiple pathways for different skill levels
- Premium Prizes: High-value Samsung electronics and Smart automobile
- Entertainment Value: Engaging content and live event experiences
- Community: Connection with football freestyle enthusiasts
For Partners
- Samsung: Product placement and brand association with youth culture
- Affiliates: Qualified lead generation through tracked conversions
- Media Partners: Content creation opportunities and event coverage
Project Delivery
Team
- Creative Direction & Project Management: Arsenale23
- Technical Development: Lushano Perera (Lead), Giovanni Dragone
- Platform: Custom WordPress with advanced contest functionality
Timeline
- Development: March 2016
- Campaign Launch: April 2016
- National Tour: May 2016
- Grand Finale: June 11, 2016
- Platform Maintenance: Through January 2019
Execution Highlights
- On-time delivery for campaign launch
- Successful handling of contest closure and prize distribution
- 3-year maintenance ensuring platform stability
- Seamless migration across hosting environments
Conclusion
The Crazy Freestyle Challenge demonstrated how a well-integrated digital platform can amplify a multi-channel marketing campaign. By combining gamification, user-generated content, instant gratification, and live experiences, the initiative created meaningful engagement touchpoints across Intralot’s customer journey.
The project’s success lay in its ability to serve diverse audience segments through tailored participation pathways while maintaining a cohesive brand experience across digital and physical channels.