Ed Farley, Chief Marketing Officer
Our 50th Anniversary campaign was a celebration of our customers, retailers, employees, and the communities that the Lottery supports… What we are most proud of with this campaign, titled “50 Years of Winning,” was its authenticity. The campaign featured real people sharing personal stories about what the Lottery has meant to them. We conducted and filmed over a dozen interviews, utilized our photo and video archives, and produced most of the campaign ourselves.
We are very excited about the advertising campaign, we are building to support the launch of our first $50 instant ticket, Billion Dollar Extravaganza. The theme of the campaign is a major motion picture premiere with the ticket being the star attraction. Our in-house creative team is producing the TV spot, which resembles a trailer for a much-anticipated blockbuster film. We’re carrying the movie theme a step further, giving a nod to iconic movie moments with reenacted scenes starring Lottery employees as the actors. Each of these scenes is a celebratory moment featuring the ticket as the hero.
We are developing a significantly enhanced promotion and loyalty program that will allow us to engage with our customers. Components of this effort include unifying the two mobile apps that we currently have and introducing digital couponing for the first time.