Ohio’s Rolling Retailer
The Ohio Lottery created a “rolling retailer” by customizing a promotional van. The lottery can sell tickets from the van, as well as use it as a rolling billboard.
“This is year one and we are excited to be putting this plan into action. We look forward to the learnings from this sponsorship season and will apply best practices to future uses,” said Kenneth Dauenhauer, Brand Manager, Ohio Lottery.
The Ohio Lottery purchased a standard Dodge Promaster van. “The customization shop cut two windows in the side of the van for customer interaction, mounted and secured our lottery selling terminal, installed lockable cash drawers, lockable storage cabinets, counter space, and plenty of outlets. The van has an air conditioner and heater for climate control in less-than-ideal conditions. For those sunny events, there is even a powered awning. All things in the van can be powered by a cord plugged into the side of the van or by the onboard generator. The coolest addition is the custom wrap. It lets everyone know the Ohio Lottery is here!” he explained.
The lottery decided to upgrade to the Sprinter van when it saw similar vehicles “crossing our highways promoting other brands … The van is useful for many statewide sponsorships, and it can be used for unannounced surprise and delight ‘pop up’ events,” added Dauenhauer.
The lottery hit the road for its first event at a music festival in Columbus called “Sonic Temple.” It is the fourth-largest music festival in the country. “The van has a big footprint, so we are very visible at events now. The retailers who sell from the van really like it! With the air conditioner and heater, it is more comfortable than the old trailer,” said Dauenhauer.
There are opportunities year-round to use the van at live events. “Thinking strategically, we have selected many local music festivals since we are promoting Living Lucky with Luke Combs; however, there is limitless potential for the van,” said Dauenhauer.
