Buyers are “popping up” everywhere since Hoosier Lottery launched Cash POP™ on April 23.
The ad campaign slogan is “With Cash POP™ the fun is always poppin’. Cash POP™. It’s What’s Poppin’.”
This new FY23 game launch is “our first Draw game to offer five drawings a day and provides an experience that is fully customizable. Players can keep it simple with just one number, or play all 15 numbers for a guaranteed win,” explained Brittany D’Haenens, Director, Marketing, Hoosier Lottery.
Since players can match just one number to win, it will naturally appeal to daily game players. “Given the “always-on” momentum of five drawings a day, the simplicity of the game, the ability to easily customize your play, and the relatively low cost to play, we also believe this will appeal to a broad audience including Scratch-off, Draw and Fast Play players,” explained D’Haenens.
The lottery is happy with sales and engagement seen at launch. “We expect that as marketing efforts gain traction, and players discover and try the game, we will see continued adoption and sales growth similar to what has been seen in other states that launched Cash POP™. Additionally, the feedback from players and retailers alike has been overwhelmingly positive, so our expectations for the game long term are trending up,” reported D’Haenens.
A month before launch, Hoosier Lottery began its marketing push for Cash POP™. The campaign featured email, push notification and in-app message, social media, paid media (outdoor, radio, TV promotion) and retail signage. There was even a countdown-to-launch clock on the Teaser campaign landing page on HoosierLottery.com.
“To launch with impact, we have a multi-layered marketing campaign with heavy statewide media support, point-of-sale, public relations, digital, CRM and social media efforts, and we’re using a mix of general Cash POP™ awareness messaging and daypart-specific messaging that underscores the ability to ‘Pick and play up to 5X a day’ – including six-second messages on YouTube,” explained D’Haenens.
Hoosier Lottery also ran retail promotions with key account partners, radio and TV giveaways, influencer support, retail events and sponsorship executions. “To help add to the excitement, we are using real-time technology to generate branded animations of the Cash POP™ drawings, so players can experience the reveal of each drawing’s winning number. These animations are available to our players on the website, YouTube channel and through paid media advertising. This is the first time that we have animated our drawings,” said D’Haenens.