Allwyn's Euromillions 13 Millionaire Makers Event

Client: Allwyn

In June 2025, Allwyn needed EuroMillions to cut through a crowded, highly regulated lottery market during a compressed five-day Millionaire Maker event (9–13 June). With 13 guaranteed UK millionaires, a £200m+ jackpot and 13 luxury holidays unlocked by purchasing two tickets online or via the app, the opportunity was significant but only if we could drive rapid national reach, clear message recall and increased consideration among UK adults 25+, particularly light and lapsed players.

We repositioned paid social from broadcast to participation. Grounded in research showing immersive experiences increase engagement and behavioural intent, our idea was simple: don’t just tell people what they could win, show them themselves winning it. In partnership with Snap Inc., we launched the UK’s first sponsored Generative AI Lens on Snapchat, placing users inside aspirational holiday scenes linked to the prize. Fully age-gated and compliance approved, the Lens was supported by full-funnel activity across Meta, TikTok and X, alongside a robust brand lift and performance measurement framework. In five days, the Lens reached 2.2 million users, drove exceptional engagement and generated £231k in revenue with a 3.6 ROAS, proving immersive upper funnel paid social can build brand impact and measurable commercial return.