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Holiday Lottery Marketing Roundup

This article contains artwork for 13 lotteries’ various holiday marketing. Scroll down to see all of them.

With holiday tickets representing a huge portion of annual scratcher sales, U.S. lotteries zero in on consumer-pleasing tactics, including HD printing, die-cut design, pet-themed games and scented tickets.

The Massachusetts Lottery will offer Merry Money Blowout as its latest limited edition $10 game that offers exclusively $50, $100 and $500 prizes. “Our first two Blowout games have been extremely successful and we expect demand for Merry Money Blowout to be high as it is our first Blowout ticket since last year’s holiday launch,” said Lauren Luttrell, Instant Tickets Product Manager, Massachusetts Lottery. “We anticipate that Frosty the Doughman will do well at the $2 price point. This has been a popular holiday game for us in the past, but it’s been a number of years since we’ve offered it.”

Pennsylvania Lottery will feature HD printing for all six tickets for the second holiday season in a row. “In addition to HD printing, two Scratch-Off games will feature a little something extra special this year. The [$20] $1 Million Merry & Bright includes a Sparkle™ print feature that really makes those snowflakes and lightbulbs glisten and [$5] Holiday Cash Blowout pops with the holographic paper,” said Stephanie Weyant, Deputy Executive Director, Marketing & Product Development, Pennsylvania Lottery.

The Texas Lottery designed its $10 Winner Winnings as an 8-inch round ticket shaped like wreath. “The $10 price point is on track to be our best-selling scratch ticket price point for FY 2020 so we believe the strength of the $10 price point coupled with the ticket design should make this game a stand-out during the upcoming holiday season,” said Robert Tirloni, Products Manager, Texas Lottery.

OLG is launching Festive Fortune, its $20 Big Ticket, in this year’s holiday lineup. It features five games to play, a multiplier feature, five top prizes of $250,000 and a fun winter theme. The lottery has big expectations for its success. “Our 8-inch x 12-inch Big Tickets are merchandised in specialty vertical showcases so it will be hard to miss $20 Festive Fortune at point-of-purchase this holiday season,” said E. J. Harden, OLG’s Instants Products Manager.

The Connecticut Lottery Corp. (CLC) will run a Holiday Pet Photo campaign. “Consumers will be encouraged to submit their favorite picture of their cat or dog dressed in their holiday best. This ties in nicely with the TV and social media and should generate consumer engagement. It will also serve as a barometer for future pet submission contests with the potential to include winning photos on future scratch tickets,” said Pete Donahue, Senior Director, Marketing, CLC. He noted the $2 Holiday Cheer scratchers features “loveable cats and dogs.”

New Hampshire Lottery will also tug at the heartstrings with its pet-focused holiday scratcher. “We have a great Santa Paws ticket (12 scenes),” said Maura McCann, Marketing Director, New Hampshire Lottery. To encourage multiple ticket sales, McCann noted “how the ribbon runs through all 12 scenes bringing it together nicely.”

Maryland Lottery will sell a scented ticket: $3 Peppermint Payout Multiplier. “Two previous launches of the Peppermint Payout ticket surpassed sales expectations, and this year’s ticket adds two new elements that we think our players will enjoy—a multiplier feature and a peppermint scent that brings out the spirit of the season,” said Leo Mamorsky, Chief Marketing Officer, Maryland Lottery & Gaming Authority.

FY20 Holiday Concepts

The Michigan Lottery’s $1 Naughty or Nice ticket was a big hit at focus group research with participants. “This game will be loaded with 500 top prizes of $500 which of course will all be redeemable at retail. We see this as a winning strategy for those non-lottery players who may receive this game as a gift and get that awesome opportunity to win something ‘big.’ The game also has optimized parity and chatter prize odds as well ensuring we create as many as possible winning experiences for current and new players alike,” said Travis Priest, Printed Products Manager, Michigan Lottery. “We also expect big things for our $10 game, Holiday Sparkle, as this game was also well received by participants during focus group research.”

The Florida Lottery expects a blizzard of sales for its holiday white ticket. “The special-edition white pulse of our $20 game $5,000,000 Luck will bring a second wave of sales following its September launch, when it’s repositioned as a holiday game. Including a $20 ticket in our holiday mix is not something we’ve done often, though we had success last year with a limited holiday pulse of our $20 Gold Rush game. The large top prize and white ticket art make this game a standout among our other holiday games and offerings at that price point. However, we believe our Holiday Luck family, designed in-house by our Graphics team, will also do very well,” said Shelly Gerteisen, Director of Product, Florida Lottery.

The Colorado Lottery is taking a nostalgic approach for its holiday marketing. Its $1 Reindeer Game celebrates its 10th year as part of its holiday lineup. “To honor this accomplishment, we have incorporated a ‘best-of’ theme where we have taken one scene from past Reindeer games and will have all eight reindeer plus Rudolph represented. In addition, we are adding a $10 holiday-themed Crossword game to the mix which we think will be very popular,” said Todd Greco, Scratch Product Manager, Colorado Lottery.

The Missouri Lottery is introducing a $20 holiday-themed ticket this year with a “Scratch My Back” feature. It is called Holiday Cash Bonus. “Although tickets with this feature have been offered in the past, those tickets were always at a $5 price point and this will be the first time we’ve introduced the feature on a holiday-themed ticket,” said Rhonda Fehr, Advertising Manager, Missouri Lottery.

The Hoosier Lottery is adding a $5 holiday game called Peppermint Payout. “This will be the first time since 2016 we have done a traditional $5 holiday game. We have heard a great deal of excitement from the sales team, and they believe players will be as equally excited. Additionally, we are confident that the play experience, which includes three bonus spots, will be well received by players,” said Robert Tharp, Senior Director, Products & Analytics, Hoosier Lottery.

The Virginia Lottery will market a $10 Holiday Bonus Cash ticket. “This game is loaded with meaningful prizes just in time for the holiday season. With all prizes available to be claimed at retail, our players will have the chance to play and claim their winnings to continue their shopping list,” said Terri Rose, Director of Marketing, Virginia Lottery.

The Arizona Lottery will offer a $20 Advent Calendar-styled game, called 25 Day of Winning, that will be sold at all lottery retailers, including Costco stores located in Arizona. “Our Holiday 7 ($5) tickets are real showstoppers,” admitted John Gilliland, Chief Information Officer, Arizona Lottery. “All three scenes are sparkly and chock full of presents and holiday treats. Our highest price point ticket in the campaign is Merry Multiplier ($20).”

The Wisconsin Lottery will offer five different price point for its holiday scratchers: $1 Winter Cash, $3 Peng-Win Crossword, $5 Best Holiday Ever!, $10 Holiday Magic, and $15 Celebrate.
“Our $15 Celebrate game is printing using ScratchFX®. This is the first time the Wisconsin Lottery has used this feature on an oversized ticket,” said Kailey Bender, Marketing Communications Supervisor at Wisconsin Lottery. “ScratchFXtra™, which makes the art look 3D and holographic, appears on our $10 Holiday Magic ticket.”

Holiday Contests

The Maryland Lottery is once again offering players the opportunity to enter its Holiday Cash-and-Dash promotion. “This second-chance contest, which features cash and warehouse dash prizes, continues to be extremely popular with players. In fact, last year’s contest had more than 6.9 million entries from more than 56,000 unique participants. Those are among the highest numbers we’ve had for our holiday-themed promotion,” said Mamorsky.

The DC Lottery will relaunch its Holiday Bucks 2nd Chance Promotion. “This encourages players to collect each Holiday game ($1 Holiday Luck, $2 Peppermint Payout, and $5 Holiday Cash) for a chance to win weekly cash prizes all holiday long. This was a smash for hit for us last year, so we hope to replicate this success this year for the 2019 Holiday Season,” said Stephen Cooke, Instant Product Manager, DC Lottery.

OLG will offer a holiday INSTANT ticket contest through the OLG Lottery App. “During the contest period players can scan the validation barcode on select holiday-themed instant tickets using the app to receive entries for a chance to win a weekly cash prize as well as a grand prize draw. The main objective of the contest is to increase play frequency and give the ‘gift of giving’ back to our instant players who are buying and/or playing our holiday-themed tickets,” said Harnden.

Based on its success the last two years, the Massachusetts Lottery is once again running a Second Chance Holiday Promotion. Luttrell said “anyone enrolled in our VIP Club can enter their non-winning holiday tickets into a cash drawing for prizes from $1,000 to $10,000. These promotions have driven increases in subscribers to our VIP Club and in the number of downloads of our second chance mobile application that allows members to scan their tickets for entry.”

The Kansas Lottery will offer a second-chance drawing through the lottery’s PlayOn® player loyalty program. “Players can win up to $10,000 in cash by entering non-winning Holiday Lucky Times tickets in PlayOn,” said Judy Bradley, Instant Product Development Manager, Kansas Lottery.

The West Virginia Lottery included a promotional drawing with its $5 ticket.

“The promotion spans two seasons, fall and winter and should help gain additional exposure to all holiday games this season,” said Michael Thaxton, Product Development Manager, West Virginia Lottery.

Digital & POP Advertising

In conjunction with its traditional TV/radio, print, and OOH assets, Michigan Lottery is developing a significant amount of digital assets. “In particular, Snapchat ads are something we’ve been slowly testing out to see if we can curate additional awareness and engagement amongst the very active U35 demo,” said Priest. “Our holiday campaign will be the first time we engage this particular audience with holiday snap ads and we will be excited to see what kind of engagement/ROI we glean from this channel.”

The Florida Lottery’s holiday campaign media buy includes in-store PoP Screens and Audio. “Our Holiday Scratch-Off games will be featured on these screens located at checkout next to registers and ATMs inside Circle K and 7-Eleven stores statewide and will play :12 video spots (no audio) to promote purchases. Our in-store audio will also feature the Holiday Scratch-Offs with Santa’s voice and will air over a network that runs :15 spots inside Speedway Stores 4x/hour in the Miami and West Palm Beach markets to prompt purchases,” said Gerteisen.

Holiday Lottery Marketing Roundup This article contains artwork for 13 lotteries’ various holiday marketing. Scroll down to see all of them. With holiday tickets representing a huge portion

Holiday Lottery Marketing Roundup This article contains artwork for 13 lotteries’ various holiday marketing. Scroll down to see all of them. With holiday

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