SXSW 2025
Playable Radio: Jackpot Jingle and the Dot.coms
Description:
How do you connect with millennials adept at ignoring marketing messages? You hack broadcast radio to create the first-ever playable radio game. With the help of independent creative agency Marcus Thomas, the Ohio Lottery created songs that got stuck in listeners heads, leveraged their love of music, and created a new way for them to engage, play, and win. More than 6.4 million Ohioans (more than half the state) rocked out to the songs and 1 in 5 were new players. And, half of all players were millennials. Hijacking Shazam to turn radio into a game proved to be the winning ticket.
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Takeaways
- As part of its Gamify Life strategy for the Ohio Lottery, Marcus Thomas unfurled songs on FM radio to support its legacy client's Jackpot Jingle game.
- Pulling it off wasn't an easy feat but modernizing a tried-and-true medium brought another cohort of gamers to the Ohio Lottery ecosystem.
- Listeners who heard 'Hey This Song is a Game' on radio stations used Siri, Google, and Shazam to search for the song names and a chance to win $500.
Speakers
- Eric Holman, Creative Director, Marcus Thomas
- Justin Horine, Creative Director, Marcus Thomas
Organizer
Jennifer Comiteau, Founder/President, Comiteau Communications
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