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GeoSweep ‘Un-Lottery’ advert

Agency: Duke & Earl

Client: GeoSweep

Duke & Earl has today announced the delivery of the integrated launch campaign for, the technology-led alternative to the National Lottery.

Cited as the ‘Un-Lottery’, is a unique gambling experience utilising both the traditional element of a lottery and the new technology of geo-location and Google Maps and by doing so injects the gambling industry with originality through the unique location-based internet experience.

Duke & Earl is one of four agencies involved in creating a £1.5 million integrated campaign, positioning as mischievous and unconventional, with activity across television and press and major digital executions including virals, social media and display adverts.

The online campaign also incorporates ‘how to play’ videos which educate users on making the most of

The campaign commences this week with one of the 38 television commercials. The 30 second spot opens with a computer generated blimp flying high above the UK, raining pixels - or Geo’s - on the landscape below.

“We are working with an excellent group of marketing agencies to optimise our campaign and have faith that our combined experience coupled with the innovative nature of the game will make it a success,” said Marketing Director of, Kieren Moran.

“Location-based tools are growing in popularity – just look at the astounding success of Monopoly City Streets that acquired over five million users in a matter of months. The creative campaign, developed by Duke & Earl communicates the personality and playability of perfectly and is a key element in our integrated marketing strategy.”

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