By now the scratch card calendar from Danske Spil has several years under the belt and is still extremely popular in Denmark. For the last few years there has also been an online version of the calendar. And in order to market it, In2media has created an online campaign, a competition and a landing page for Danske Spil.
The banners each have different messages, but lead to the same landing page. One part of the banners are promoting the competition where you can scratch directly in the banner and find your lucky number that you enter on the landing page with the chance of winning kr. 10.000. The other part of the banners are focusing on sales, encourage the user to bye the online version of the scratch card calendar.
Simultaneously with the online campaign there is an offline campaign for the scratch card calendar, and In2media has kept a close eye of the design of this to secure that all elements match.
By now, the campaign is already performing better than estimated, and a lot of users are participating in the competition and recommending it to their friends.