Pennsylvania Lottery
Kelly Cortez, Director of Marketing, Pennsylvania Lottery
What events (fairs, festivals, concerts) will you sponsor/engage with this year? If applicable, what physical presence will you have at the event?
We sponsor approximately 65 fairs, festivals, and concerts per year. At these events, we have some sort of sponsorship mention and various elements that depend on the size of the event.
In 2023, we started a larger booth presence at six major concerts over the summer. Based on that success, we are currently sponsoring (with a booth) four additional sporting events/concerts this winter. At the booth, we promote a licensed property Scratch-Off, Fast Play, and eInstant game, and the booth is themed to support that game (MONOPOLY, Ford, etc.) including prizes, games, and merchandise. These have been extremely successful in engaging players in an environment that aligns with our brand messaging of fun and entertainment.
If you have a physical presence at an event, what types of activations/engagement opportunities do you employ and why?
- Do you incorporate a prize wheel? Have you tried any other form of game?
The prize wheel and wind machine have both performed the best. Smaller games have included lawn bowling (THE GAME OF LIFE) and RC truck racing (Ford).
- Do you sell tickets?
No
- Do you use a selfie booth?
We utilize a selfie background.
Do you have certain KPIs you measure success with for events?
We measured total engagement for six summer events: 19,297 ($11 cost per engagement).