The Pennsylvania Lottery rings in its 50th anniversary on March 7, 2022. In conjunction with this special anniversary, it is launching a brand campaign entitled “Lottery Love,” where the agency celebrates lottery players’ love for the PA Lottery from their own unique point of view. In its comprehensive media plan, the lottery conveys the burst of fun and excitement that players get playing the Lottery.
“First we plan to showcase our influencers in a #ShowUsYourLotteryLove social media campaign, where our followers will be asked to show us the ways in which they love the PA Lottery, using the hashtag,“ said Kelly Cortez, PA Lottery, Director of Marketing, Pennsylvania Lottery. “We also have nano-influencers, a group of smaller level influencers (1-10k followers), which we’ll utilize to share our content. In exchange, we will provide them some Lottery products to promote and giveaway.”
Promotions done at sporting events may be changed due to COVID, however for now the plan is to do a #ShowUsYourLotteryLove photo booth (backdrop, props and iPads to collect UGC for owned channels) at sporting events, with a possible coupon/swag prize integration during In-Game Fan Interactions. “We also have plans for similar events, but at a smaller scale, at our retailers,” said Cortez.
A special Facebook live drawing, inside the Pennsylvania Lottery’s museum room featuring Executive Director Drew Svitko will occur on March 7. It will give followers an inside look at Lottery history and a chance to win commemorative 50th anniversary logo merchandise.
“Our social media efforts will go on to include paid social on Facebook, Instagram and Snapchat. We plan to utilize highly visual and high impact placements to increase engagement such as Stories, Reels, and Mobile Canvas units paired with Newsfeed placements to achieve efficient reach. We also plan to launch a special Snapchat Lens or Filter to be even more impactful,” said Cortez.
The Out-of-Home marketing to support Lottery Love includes permanent and digital OOH boards. “Our programmatic Digital OOH plans are to intercept players in relevant environments such as bars, casual dining, salons, gyms, ride shares (3,500 screens across Pennsylvania). We plan to increase our presence within both OTT and OLV partners, utilizing premium, high impact units such as homepage takeover skins, first impression takeover skins and full-screen mobile units to create memorable ads,” she added.
The Pennsylvania Lottery remains the only state lottery to direct all proceeds to programs that benefit older residents. Since ticket sales began in 1972, it has contributed more than $32.6 billion to fund property tax and rent rebates, transportation, care services, prescription assistance, and local services including senior centers and meals.