Ulli Appelbaum, CEO & Chief Strategy Officer, First-The-Trousers, presented “Welcome to the Future.” He debunked a lot of myths. Online advertising isn’t living up to its promise. Brands now live in a pay-to-play (social media) world. There are two new major realities for marketers—1) Everything is social. 2) Insane increase in potential touchpoints between players [...]
Randy Warick, Assistant Marketing Director, Washington’s Lottery, focused on “Friction Points in Your Player’s Journey.” He said the digitally enabled consumer has changed the game. As an example, he cited such innovative companies as Amazon, Uber, Coin and Apple Pay that solve consumers’ problems. “Lotteries need to identify what these friction points are and work [...]
Dennis Franczak, CEO, FuseIdeas, discussed “Knowing & Marketing to Millennials.” A $200 billion audience, millennials present unique challenges for lotteries. For example, millennials are tough to reach since they only shop for groceries every two week, pay by credit card at pump and purchase coffee at coffee shops. Millennials are prolific gamers and entertainment seekers. [...]
Karen Aucoin, Manager, Corporate Assets, Atlantic Lottery Corp. (ALC), presented “2015 Sponsorship Marketing Program.” ALC’s Community Festival Program has become a powerful conduit for telling its story. Aucoin said a local presence is demanded to develop the “emotional connection” between residents and the lottery. ALC’s footprint is its 16-feet Lottery Dome which optimizes its reach [...]
Andrew Leeper, Creative Coordinator, Texas Lottery, presented “Creating Moments.” There is increased millennial demand for experiential. Live and digital experiences are beginning to merge more. Evolving tech will be integrated but not the star. “Experiential Marketing is all about creating a one-on-one connection between the brand and consumer,” explained Leeper. “It is a much more [...]
Gary Grief, Executive Director, Texas Lottery and Gregory Smith, Executive Director, Vermont Lottery, co-presented “Powerball Jackpot Management System: Optimizing the Future.” The U.S. lotteries were overdue for a change since the population of those states selling Powerball (PB) had grown from 129 million in 2009 to 307 million in 2014. They said the rationale for [...]
Ken Schulzke, VP, Strategy & Advertising, WCLC, put the spotlight on the Canadian lotteries’ jackpot management system with “Keep Calm and Make Your Own Luck.” Schulzke explained that lotteries can “force luck by scheduling luck.” Jackpot management allows lotteries to capitalize on timing and provide a reason to play.” The Canadian lotteries can accelerate a [...]
Gordon Medenica, Director, Maryland Lottery & Gaming Control Agency, stressed the importance of inclusion: “From my perspective though in going through the process, was to also think about the whole industry. Not just getting it through MUSL but how does this effect everybody? Always thinking about the inclusion of the Mega Millions states. This is [...]
Ulli Appelbaum, CEO & Chief Strategy Officer, First-The-Trousers, presented “Welcome to the Future.” He debunked a lot of myths. Online advertising isn’t living up to its promise. Brands now live in a pay-to-play (social media) world. There are two new major realities for marketers—1) Everything is social. 2) Insane increase in potential touchpoints between players [...]
Erica Connolly, Brand Manager, National Lotto, OLG, discussed OLG’s Group Play Captain’s online tool, which is designed to make the Group Play Captain’s job easier. “The tool helps to keep captains organized by allowing the captain to manage their team profile and members, set up their team’s weekly draw, track who has paid, upload pictures [...]
