National Lottery launches automated Twitter service
The National Lottery has become the first of its kind in the world to embrace the potential of Twitter’s API through a new automated service.
Tweet @NationalLottery will give draw results, lucky number inspiration and other related content. The new functionality also allows players to ‘poll’ the Irish National Lottery Twitter account using hashtags and emojis to trigger automated content.
“Tweet @NationalLottery is the latest in a series of initiatives and digital based innovations delivered by the National Lottery in response to consumer demand for a multi-channel offering,” said Dermot Griffin, CEO, The National Lottery. “Over the course of 2015, digital sales generated a record €23 million – representing a doubling of revenue via this channel since 2013 and an important complement to our instore offer.”
Eoin Ó Suilleabhain, senior acquisition manager at the National Lottery, added: “The concept of utility marketing is not a new one, how and where we are delivering that utility, via technology and Twitter specifically, is however very new. The National Lottery is not only meeting its players where they are, but also meeting them at a moment of a non-commercial need with the ultimate goal of addressing that need thus giving players a very real and practical reason to follow and interact with @NationalLottery on Twitter.”