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Camelot has kicked off its first mobile ad campaign, designed to encourage consumers to play the National Lottery by offering a free play.
The display campaign runs until mid-February across a range of mobile portals and sites including T-Mobile, 3, O2, Orange, MSN, The Mirror and Goal.
Consumers who click through to a mobile site can enter their details to be sent a picture message or email directing them to a website where they can redeem their £1 free play.
The mobile campaign, booked by media agency Media Contacts, builds on a similar promotion run online.
Nigel Goodacre, head of ecommerce at Camelot, said it was vital to innovate to reach new customers. “We’re always looking at new and exciting ways to engage with our players,” he said.