Patrick J. Curran
Associate Creative Director, Design
Site Sweepstakes
Landing Page Design • Branding
Objective: Build gamified, interactive experiences for the site that will keep users coming back for more. Create fun themes to promote the various contests. Regularly brainstorm ideas to provide fresh content.
$5M+
in revenue based on this set of data
#1
sweepstakes path based on revenue
(Red Hot Roulette)
The starting point for these sweepstakes paths was on the homepage in a carousel of featured content. The main experience lived on a landing page, and often incorporated animation, sound effects and personalization. I worked closely with a talented creative development team to help pull these off and meet deadlines. Users then saw ecommerce and advertising, which was how these sweeps were monetized.
High Roller Cashout
Games of chance were always popular with our customers, so featuring a dice game was a no-brainer. Working in variability for 3 different prize amounts helped prevent fatigue and kept users engaged when they returned each day.
Revenue generated = $591,572
Path completes = 29,221,915
Live on site* = 24 months and 3 weeks
Red Hot Roulette
After the success of High Roller, we wanted to follow up with a bigger and better casino game. The marketing director said to me, “think high-end, underground gambling den.” I ran with that to create the highest grossing sweeps we’ve ever had.
Revenue generated = $3,085,767
Path completes = 31,341,656
Live on site* = 20 months and 3 weeks
Hawaii 50000
Some promotions were simpler, and focused on what you could do with the money if you won, such as going on a vacation. This one brought all the allure, charm and beauty of Hawaii to a site experience.
Revenue generated = $394,786
Path completes = 11,537,015
Live on site* = 17 months and 1 week
Money Drop
This interactive mini-game encouraged users to tap on the falling money bags, with each one increasing the amount of money they could win.
Revenue generated = $231,191
Path completes = 7,019,027
Live on site* = 8 months and 2 weeks
Million Dollar Money Booth
In this interactive mini-game, users were immersed in a glass tube filled with flying cash, and had to grab all the cash they could. The more you caught, the more you could win. This skill-based factor, combined with flashy gameshow imagery, made it a winner.
Revenue generated = $538,445
Path completes = 12,176,934
Live on site* = 7 months
Spooktacular Sweeps
Other promos were centered around a holiday or season, and often did very well since they were fresh content that was only live for a short time. The extensive retouching and tasteful animation and sound effects that created the spooky scene helped it stand out.
Revenue generated = $81,388
Path completes = 1,573,437
Live on site = 2 weeks
Pot of Gold
This was another fun holiday promo where retouching, animation, and sound came together to make this a winning experience.
Revenue generated = $187,319
Path completes = 3,020,249
Live on site = 4 weeks
* Promo may have been live on site longer, but this represents the data collection period.
What I did:
Transformed the on-site sweepstakes paths into engaging and interactive experiences that made users come back, generating over $5,000,000 in revenue. This was new and exciting for users – previously they had seen a simpler, bare-bones experience.
Meticulously planned, strategized, and executed each promo – incorporating extensive retouching, rich animation, and sound effects for added flair.
Managed the lifecycle of each project – getting necessary approvals from marketing, legal, and contest teams, partnering with developers to output the final product, and delivering to operations – to make sure deadlines were met and products went live as intended.