Jackpocket

Jackpocket's mission is to create a convenient, fun and responsible way to play the lottery. It's the first third-party lottery app in the US to offer players a secure way to order official state lottery tickets via a mobile platform that digitally locks tickets to players. By helping players participate in the lottery from the convenience of their mobile phones, Jackpocket also helps state lotteries increase revenue to fund essential state programmes.

Jackpocket secures lottery tickets on behalf of its customers in the US states of colourado, Minnesota, New Hampshire, New Jersey, Oregon and Texas, as well as in Washington DC. The company also works with lottery commissions and state regulators to bring Jackpocket to new jurisdictions across the country.

In its most recent digital ad campaign – which focused on increasing brand awareness and driving app installs in Texas – the team tested Facebook playable ads. The advantage of the playable ad format was that it allowed potential players to see an immersive demo of the lottery ticket ordering experience and encouraged interest in the idea of playing the lottery with an app. By giving people a chance to sample the interactive features of the app before downloading, the playable ad kept them more engaged and made it more likely that they would go on to install the app.

The ad creative showed the "Aha moment" of the product and how it makes playing the lottery more accessible and enjoyable. For example, the team used animation and easy-to-understand text overlays to present the entire lottery ticket purchase experience – from selecting the lottery games and picking favourite numbers or quick-pick numbers, to the winning moment.

Prior to pushing the campaign live, Jackpocket conducted a split test that compared and measured the Facebook playable ad against a control video ad and photo ad. Jackpocket delivered all ads in Facebook News Feed and Audience Network and showed them to adults in Texas aged 18 and over who had iPhone devices, excluding people who already use its app. Jackpocket also used Facebook's campaign budget optimisation feature, which let Facebook's algorithm automatically distribute the budget across the best performing ad sets in real time.