Amplifying the Winner Experience
Jennifer Born, Director, Public Relations, and Riker Heaney, Claims Manager, Illinois Department of the Lottery, shared how their departments joined forces to overcome player anonymity challenges and reinvigorate winner content. “Sharing real stories about real players winning really creates a more positive experience for the players,” said Born.
The Illinois Lottery redesigned all five claim centers to foster a more celebratory atmosphere, launched a $1 million+ winner hotline, and introduced props and photo walls to boost participation. “The new $1 million+ winner phone line has given us faster, even more direct access to winners, especially big winners and their stories,” noted Heaney.
These efforts quadrupled monthly winner photos and drove national media coverage, including Valentine’s Day-themed stories and Mega Millions jackpots.