Lottery Launches Team GB Twitter Campaign
Camelot, operator of The National Lottery, has partnered with EchoMany to launch its first personalised Twitter campaign, featuring Team GB athletes.
The campaign – which kicks off on 6th August and has been developed by EchoMany, the video marketing platform – will deliver immediate, personalised content from Team GB’s lottery-funded Olympians, including Nicola Adams and Greg Rutherford, to supporters via Twitter.
Selected supporters who tweet the campaign hashtag #IAmTeamGB will receive personalised content which could include an image of a Team GB member holding a placard featuring the supporter’s name, or a bespoke video in which an athlete appears to reply to the supporter’s message using their phone.
The EchoMany platform will be generating tens of thousands of messages over the course of the campaign, which will be running throughout the Olympics and Paralympics.
The content supports The National Lottery’s ‘I Am Team GB’ campaign which will culminate with an event on Saturday 27th August 2016 – organised by The National Lottery and ITV – where the two organisations are teaming up with Team GB’s returning lottery-funded Olympians to create the nation’s biggest ever sports day: I Am Team GB.
Tim Redgate, founder, EchoMany said: “Social media will be abuzz with the Olympics in the coming weeks and Twitter will no doubt be the channel where many of the most important moments happen and are shared. The National Lottery will cut through the noise and drive meaningful engagement by serving up relevant, personalised content which will enable them to tap into the Olympic fever and raise awareness of its fantastic ‘I Am Team GB’ campaign. We are delighted to be working in partnership with them on such a high-profile campaign.”
Adam Chataway, National Lottery, marketing manager said: “National Lottery players have contributed over £80m per year to support over 1,300 athletes for sporting success in Rio and beyond – and a big part of this campaign is thanking them for their backing. This is the first personalised campaign that we have done like this on Twitter and we can’t wait to see the reaction. It’s not very often that you get a personalised message from one of the nation’s best athletes, and we hope this will be hugely exciting for followers of Team GB and the Olympics – to really make them feel ‘I Am Team GB’.”
