Ohio Lottery
Tom Ackerman, Deputy Director Marketing, Ohio Lottery
What events (fairs, festivals, concerts) will you sponsor/engage with this year?
We partner with major and minor league sports teams, music venues, fairs, festivals, and brand-specific entities where we can promote our mission.
- If applicable, what physical presence will you have at the event?
Our presence varies with each partnership, but typical on-site support includes program advertising, event signage, and video/audio content on applicable touchpoints.
In the past few years, have you made any changes to your event strategy that were either a success or a failure? What did you learn?
We acquired a promotional van that allows us to streamline event set-up and promote our products and services easily. It also serves as a large advertisement and is an efficient spot for retailers to sell tickets at select properties.
If you have a physical presence at an event, what types of activations/engagement opportunities do you employ and why?
- Do you incorporate a prize wheel? Have you tried any other form of game?
We have standard engagement activities like prize wheels, Plinko board games, and cornhole. We also have touchscreen interactive games, and we will craft custom/complex experiences for specific products/programs.
- Do you sell tickets?
It depends on the event, the overall goal, the audience, and the property (e.g., power/wi-fi capabilities, etc.).
- Do you use a selfie booth?
We’ve used Winner Walls to highlight players and reward them with prizes.
Do you have certain KPIs you measure success with for events?
KPIs include sales, participation, engagement, ticket redemptions, and players club sign-ups; however, the primary goals are educating customers, providing product awareness, and creating quick-winning experiences that leave participants with a positive outlook about our brand.