The New Jersey Lottery launched a $2 iHeartRadio-licensed scratcher called “Backstage Pass To Cash” that offers 15 experiential concerts via instant and second-chance prizes. The iHeartRadio game also gives players the opportunity to win an all-expenses paid trip backstage to any iHeartRadio music event of their choosing.
“It is important for the New Jersey Lottery to offer unique licensed games like iHeartRadio to reach new and younger players,” said Samuel Fromkin, Product Innovation Manager, Northstar New Jersey. “It also allows us to offer unique experiential prizes and provide added entertainment value to the Instant Games portfolio. Furthermore, they also aid in making Lottery relevant to disengaged audiences.”
The lottery has printed 4.9 million tickets. It is hoped that the low-entry $2 ticket price and the experiential concert prize will attract new players.
“I do think the experiential prize offered will attract non-lottery players and millennials,” said Fromkin. “Music festivals and concert experiences are very popular right now. Not only does our prize send winners to an epic concert, but it lets the winner choose the best experience for them. If you like country music, you can attend the iHeartCountry Festival in Austin, Texas. If you like Latin music, you attend the iHeartFiesta Latina in Miami, Florida. There are many options to choose from.”
The New Jersey Lottery is giving out VIP grand prize trips (five via instant win plus 10 via 2nd chance) to the iHeartRadio music event of the winner’s choice. There are also second prize trips (via 2nd chance) to the 2018 iHeartRadio Jingle Ball in Philadelphia.
Promotional media support provided by iHeartRadio includes audio promotions, on-air and online giveaways and social promotions and iHeartRadio app push notification and/or :15 pre-roll video commercials (geo-targeted statewide). There is digital promotion via station website homepage takeover and onsite promotions for five iHeartRadio stations—Sussex (WHCY); NYC (WHTZ); NYC (WPWR); Philadelphia (WIOQ); and Philadelphia (WUSL).
Fromkin said iHeartRadio’s promotional media support will be definitely key to this product’s success. “In order for this game to stand out, it is important to have the promotional media support. We have targeted our support on new mediums to reach new audiences,” he said.