Publishers Clearing House?s sweepstakes app has social tie-in
Sweepstakes marketer Publishers Clearing House continues its digital expansion with the launch of a new mobile application that enables users to share information on social about sweepstakes.
In conjunction with the launch of its free PCH Lotto Blast app on Friday, Publishers Clearing House is holding a $1 million giveaway on PCHLotto.com and the new app. The app rollout follows PCH?s acquisition two years ago of Liquid Wireless, a move that bolstered its ability to create and deploy mobile campaigns by helping the company track activity from lead generation and click-through to post conversion sale.
?Publishers Clearing House is an iconic brand that has withstood the test of time,? said Mark Cullinane, vice president and general manager of Publishers Clearing House Digital. ?For 2015 and beyond, Publishers Clearing House Digital will continue to build upon the company?s core values and evolve into a premier media and entertainment network in the industry through leadership in mobile, social and new big-data capabilities.
?As the company evolves into a leading media and entertainment network maintaining a strong position in terms of loyalty and growth in unique visitors will play a key role in the evolution of the brand,? he said. ?Additionally, being able to offer advertisers innovative ways to reach their target customers by harnessing first party data is key to this evolution as well.
?Mobile is a big part of this overall digital evolution for the brand.?
Social sharing
The app is optimized for the mobile consumer, allowing him or her to play and interact with it anytime and anywhere. It also integrates with social media for connecting with friends, social sharing and gifting.
Mobile players can enjoy lotto-style gameplay.
The app?s users can play up to four tickets simultaneously, earning payouts for matching numbers.
Besides the $1 million prize on PCHLotto.com, cash jackpots of $1,000, $2,500 and $5,000 and smaller prizes of up to $100 can be won on the in-app spin wheel and scratch card mini-game.
The in-app spin-wheel and scratch-card game also includes Auto-Wild Ball, 3X Line Multiplier and Auto-Blast Ball.
Participants can enjoy lotto-style gameplay in nine themed rooms, with opportunities to earn bonus chips.
Helping Publishers Clearing House to monetize its Web site and mobile applications were Upsight, TapJoy, AdColony and Kiip. It received support in analytics from GA, Leanplum, AppsFlyer and Flurry.
The app?s promotion is strongly supported by the Liquid Wireless acquisition.
The platform promotes apps and brands to a diverse audience of engaged consumers by delivering app installs, high quality lead generation offers, display and video advertising and integrated offer walls. First party PCH data is used to deliver these highly targeted campaigns.
Above average
From a numbers standpoint, the Liquid Wireless platform helps drive higher quality app downloads and installs and an above-average 22 percent seven-day retention rate.
PCH app.
These consumers are more engaged with a 30 percent click-through rate on email and 25 percent on push notifications and spend 10 minutes playing per session.
The app launch coincided with a YouTube advertising campaign, at https://www.youtube.com/watch?v=Yf65W8-dDhg.
?Over the next year you will begin to see more apps being developed and launched by the Publishers Clearing House team that give consumers the chance to play for the chance to win anytime and anywhere,? Mr. Cullinane said.
Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.