The mission: making a traditional 50/50 raffle lottery digital, entertaining and engaging.
Split100 is the first digital raffle lottery in Sweden where you as a supporter can purchase a lottery ticket for a team you support. You purchase tickets when two teams face each other in a game where some of the proceeds goes directly to your favourite team.
Branding
The concept of the brand palette is to have an obvious focus contrast available at all times, namely yellow. One focus and one harmony as a part of the entire branding system. With that in mind it was important to allow for the palette to be swapped for white label solutions as well as by branding necessity regarding new market penetrations.
The app
The app was developed beside the brand system. We set before us a very clear scope of quality standards where readability and interactivity is of highest priority. Color contrast, scalable typography, hit surface minimum size and a layout that corresponds to the power of two are other early adoptees to name a few. The app is also always designed to be infinitely scalable, allowing for quantity. Any app view you see was designed to have virtually endless information.
The lottery view
The very heart of the app—where innovation had to happen. This app is after all unique in that you don't gamble to win, but rather to support your team while at the same time showcase two teams on one screen. This view had to be interactive because of this, so that the call to action shifts and provides left- or right-specific information.
The middle of the playing field, as it were, consists of two columns that respond to how much support either team gets for the duration of the lottery. Participants can also be seen in a bottom interactive feed accessible at any time by scrolling.
The app constantly focuses on telling the user exactly how much the sports club benefits from participation and lottery purchase. The user is prompted to support their team, instead of getting a chance to win.
The website
The website was deployed with an effective communications strategy where information about the Split100 app and the good of the association is of highest priority. The website is also important for SEO content strategies as well as for joint marketing for the Split100 social media campaigns.
Communication
Based on the communication needs and content strategies, a rotating schedule of content was put in place in order to drive traffic to the site and to spread awareness of what Split100 is and what the organization wants to achieve. The app as a service is communicated alongside the association Split100. Every post had a version of both Instagram and Facebook.
The QR concept
It was important to onboard through the surroundings since much of the context happens around a sports field. A concept of QR-codes as a means to access the digital app was made. We wanted to give the user a quick and easy way to interact with the app, and a QR-code serves as a bridge from analog to digital.
This service would then be provided to the clubs and associations as a marketing strategy package.
Posters, business cards and flags as part of the concept on how to onboard physical audience in supporting their team. Upon scanning it, the user would arrive at their teams Split100 page.