Ad-Driven Online Gaming Site Planning a $15 Mil. Ad Campaign
SAN FRANCISCO--LuckySurf.com, a site that allows netizens to compete for $1 million online, has tapped Red Ball Tiger to create its first national advertising campaign. Billings are estimated at $15 million.
The San Francisco agency was selected after an informal review that included several undisclosed shops in the city.
"Red Ball Tiger offered a unique point of view on how dot.coms should build their brands,'' said Fran Garcia, LuckySurf's vice president of marketing. "It is based on sound strategic thinking and creative that really taps into people's emotions to make them select brands.''
Visitors to LuckySurf.com can register to be eligible to play a free online game once a day. Company officials say that gives everyone an equal chance to win. Contestants log on by clicking on an advertising banner or answering a daily trivia question.
"Not everyone has the time to spend entering Web games all day," Garcia said in explaining the limit of one game per day. "It also means our click-throughs are much more valuable to our advertisers."
The site's most popular feature is a lottery-type game that offers a shot at a $1 million jackpot. Site users who match seven correct numbers out of 50 win $1 million, while those who match six win $1,000. Contestants who match four or five numbers are eligible for gift certificates from Amazon.com.
Work will begin on some TV spots this week, said agency director Bob Ravasio. The ads should break in March, he said.
"This is a fun business to work on,'' Ravasio said, adding that the Web site "has a really good business model.''
LuckySurf.com was founded last spring in Silicon Valley. Company officials said the site is appealing to advertisers because the once-a-day limit means visitors are more likely to look at the sites they click through. Banners on the site are sold out through March.
Media planning is being handled by Hawk Media, San Francisco.
LuckySurf is partnered with Lloyd's of London brokers Swire Blanch Ltd., which guarantees the prize money.
Red Ball Tiger has also done work for The Mens Wearhouse, TCI Cable and Moores of Canada. The agency posted roughly $60 million in billings last year.