The Challenge

Each year, Camelot gives players of The National Lottery products, access to free cinema tickes. In 2021, over 500 cinemas participated in the weekend including most of the multiples and a vast number of independents. But facilitating a giveaway at such a huge scale across over 100 different booking systems is a logistically complex concept.

For the second year running, we delivered a customised digital booking platform. It allowed customers to search for their nearest participating cinema and either book tickets for a specific screening or claim a unique voucher code to use on the cinema's website.

We amplified the initiative through organic and paid social and our database of UK cinema goers.

Our customer service team supported the initiative with live email responses.

And a dashboard allowed for realtime reporting, guest list download, and fast topping up of codes. We incorporated deep analytics to maximise insight as well as qualitative feedback from participants.

And of course, we guaranteed 100% uptime and resilience to match the scale of the project.

The Results

A hugely successful promotion, the initiative is estimated to have lifted the weekend box office by over 20%. Technically, the platform delivered a seamless experience with 97% of participants saying they found the booking process straightforward.