The '#einlebenlang' campaign by Austrian Lotteries invited the community to share their dreams for a chance to win a year's supply of 'rubbellos' scratch tickets. Over 20,000 posts were shared primarily on Facebook, with significant engagement from mobile users. The campaign generated over 4 million impressions on Facebook and effectively integrated social media with traditional marketing channels.

1. Rubbellos.at - #einlebenlang
Hashtag Campaign Report
Die Socialisten, September 2014

2. The Client
Österreichische Lotterien
Austrian Lotteries is an
internationally recognized gaming
operator, offering a broad range of
highest quality lottery games to
adults interested in gaming.
From draw games like Lotto 6 aus
45 and EuroMillions to scratch
tickets like Rubbellos and many
more.
https://www.lotterien.at

3. http://die.socialisten.at
Social Software Development
The Idea
• The community was challenged to
post all their dreams & wishes
they could realise with a life-long
supply of lottery scratch tickets (the
“Rubbellos”). Posts were published
on Facebook, Twitter, Google+ or
via email - all connected by the
hashtag #einlebenlang (“a life
long”).
• All posts were collected &
displayed on the campaigns
microsite (http://www.rubbellos.at)
• The 10 selected winners in fact will
receive a year long supply of
Rubbellos! Congratulations! :)
• Campaign duration:
Aug 3rd - Aug 29th 2014 (27 days)

4. http://die.socialisten.at
Social Software Development
The Technology
• Walls.io (http://walls.io) was
used as a proven social
media aggregator on the
backend.
• Responsive web-design
supported the microsite on
smartphones and tablets.
• Powerful moderation tools
and blacklists removed
unwanted noise and content
that violated the campaigns
terms.

5. http://die.socialisten.at
Social Software Development

6. More than 20.000 posts have been published over the course of the campaign!
Facebook clearly was the most dominant channel of participation, with email as a strong second.
While Google+ & Twitter only played a minor role, interestingly there were even a few submissions
on Instagram, despite being not supported by the campaign due to API-limitations!
http://die.socialisten.at
Social Software Development
Entries / Posts
Email
26%
Facebook
71%
Facebook 14.378 Posts
Email 5.370 Posts
Twitter 286 Posts
Google+ 205 Posts
Instagram 89 Posts
Total 20.336 Posts
Source: Application

7. http://die.socialisten.at
Social Software Development
Traffic - General
Unique Users 80.196
Pageviews 124.930
Unique Visits 100.998
Source: Google Analytics

8. The biggest chunk of traffic was coming directly. This is proof of the great integration
between online campaign, TV-spot and the product itself (which had hashtag & URL
printed on). The second biggest driver of traffic of course have been social platforms like
Facebook, where users shared their ideas. Search- & Referral traffic from other, non-social
websites didn’t play a role at all.
http://die.socialisten.at
Social Software Development
Traffic - Channels
Social
41%
Direct
55%
Direct 55.704 Sessions
Social 40.975 Sessions
Referral 3.090 Sessions
Organic Search 1.229 Sessions
Total (Session) 100.998 Sessions
Source: Google Analytics

9. At 77% combined, mobile and tablet-usage was extraordinarily high!
One possible explanation for these numbers: when getting exposed to the campaign on TV or
print, people increasingly start engaging with the social media component of the campaign on their
Second Screen Devices.
http://die.socialisten.at
Social Software Development
Traffic - Mobile vs. Desktop
Tablet
6%
Desktop
23%
Mobile
71%
Mobile 71.626 Sessions
Desktop 22.808 Sessions
Tablet 6.564 Sessions
Total 100.998 Sessions
Source: Google Analytics

10. Let’s be honest - due to few bad players, Facebook Apps sometimes face trust-issues
among users. Same goes for oversharing a marketing idea, which might be perceived
as spammy behaviour.
We’re happy to report that our users stuck to the app with very few uninstalls happening!
More importantly, the stories posted by the community were almost never marked as spam!
568 Installs per Day VS. 3-4 Uninstalls per Day
http://die.socialisten.at
Social Software Development
Facebook Insights - User Feedback
Spam Rate per 10.000 Impressions
0,071
0,053
0,036
0,018
0
08/03/14
08/04/14
08/05/14
08/06/14
08/07/14
08/08/14
08/09/14
08/10/14
08/11/14
08/12/14
08/13/14
08/14/14
08/15/14
08/16/14
08/17/14
08/18/14
08/19/14
08/20/14
08/21/14
08/22/14
08/23/14
08/24/14
08/25/14
08/26/14
08/27/14
08/28/14
08/29/14
Source: Facebook Insights

11. http://die.socialisten.at
Social Software Development
Facebook Insights - Reach
Facebooks ability to drive traffic and generate organic (!) reach with apps
still is amazing! The campaign generated more than 4mio story impressions!
Story Impressions 4.400.000
Stories Published 14.100
Source: Facebook Insights

12. Start your free trial at http://walls.io today!

13. About: Die Socialisten
"Die Socialisten" is a social-software agency specialized in
the design & implementation of apps and marketing-solutions
on social web platforms like Facebook, Twitter
& Google+.
To date, we have successfully built more than 200 brand-pages,
applications and websites.
Our clients include Red Bull, Axel Springer/Bild.de,
Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ö3.
"Die Socialisten" is Austria's first and only agency listed in
the official "Facebook Preferred Marketing Developer"-
program.
http://die.socialisten.at
http://facebook.com/diesocialisten
http://twitter.com/diesocialisten

14. http://die.socialisten.at
Social Software Development
Michael Kamleitner
Die Socialisten
Let’s connect!
michael.kamleitner@socialisten.at
http://facebook.com/diesocialisten
http://twitter.com/diesocialisten
Phone: +43 699 116 07 923