Q2 Instant Campaigns


Louisiana Lottery – Shake It Up!

To celebrate the 50th anniversary of Tony Chachere’s Creole Foods, the Louisiana Lottery Corporation has once again partnered with this quintessential and beloved Cajun seasoning brand to launch a $3 scratch-off, Shake It Up!

This spring, the lottery’s promotional focus will be on this strategic alliance game as opposed to its family of games (FOG) scratcher lineup. “Most of our ‘extra’ marketing support will be directed to our $3 Shake It Up! scratch-off and strategic alliance with Tony Chachere’s Creole Foods instead of our gems FOG,” explained Susan Clayton, Products Director, Louisiana Lottery Corp.

Last year, the lottery began introducing different play styles on its $3 price point, which had previously been reserved for extended-play games like Crossword and Bingo.

“We are launching Shake It Up! at the $3 price point with a key-number-match playstyle this time around. A similarly themed $1 game Craw Fish will round out the launch, which coincides with the kick-off of the ever-popular crawfish season in Louisiana,” said Clayton.

The Louisiana Lottery will run a series of player and sales promotions in March and April, including a social media/web-based promotion. Entrants are invited to upload a picture of themselves with a can of Tony Chachere’s Creole Seasoning and a Shake It Up! scratch-off, as well as share their favorite food on which to shake the creole seasoning for a chance to win a prize package filled with Tony Chachere’s products, merchandise and a co-branded Lottery T-shirt.

Winners will be hand-selected by the Lottery’s communications team for their originality/photo quality during the promotion, with one winning entry shared on social media afterwards to extend the life of the content.

“To increase the awareness and frequency of radio advertising promoting the game, the Lottery will conduct a listener call-in promotion on 15 radio stations throughout the state. Radio DJs will be given talking points regarding the Lottery’s Shake It Up! game and Tony’s 50th Anniversary. A prize package will be awarded on each station each weekday,” said Kimberly Chopin, Director of Communications, Louisiana Lottery Corp.

“Finally, after a long hiatus, the Lottery hopes to take its promotional sales van, a.k.a. LOLA (Louisiana’s Onsite Lottery Attraction) on a statewide tour during the month of April to generate sales and brand loyalty with a series of two-hour retailer promotions. These will involve a special Lottery/Tony’s giveaway with a $15 Shake It Up! and/or Craw Fish scratch-off purchase. Players who purchase $20 worth will also receive an entry to win a Shake It Up! Prize Package,” added Chopin.

Loto-Québec – Green Initiatives

With the launch of its Évasion scratch ticket in January 2021, Loto-Québec became the first lottery corporation in the world to print tickets on 100% recycled materials and, so far, is still the only one to do so. In achieving this, Loto-Québec has served as a model for the industry, with other lottery corporations planning to follow suit in 2022 with similar initiatives.

As part of its commitment to environmental issues, Loto-Québec continued in this vein in 2021 by launching two other scratch tickets made from recycled materials: Code secret and Slingo 10 x. By the end of the fiscal year, in March 2022, the lottery will launch two more tickets using this method: C’est quoi ton signe? and La folie des plantes. And for the year 2022–2023, four other products printed on fully recycled paper have been planned so far: three Slingo tickets as well as a second edition of the Évasion ticket.

Maryland Lottery – Monopoly Multiplier

Maryland Lottery & Gaming launched its Monopoly Multiplier family in January.

“The tickets are part of a broader campaign that also features two Monopoly-branded Fast Play games,” said Leslie Mitchell, Instant Ticket Product Manager, Maryland Lottery & Gaming. “All of these tickets are eligible for entry into a second-chance contest that features rolling cash jackpots and other cash prizes.”

“All Monopoly products are eligible for entry into a second-chance contest run through our My Lottery Rewards program, which will award rolling cash jackpots and other cash prizes,” added Barbara Jones Frederick, Senior Advertising Manager, Maryland Lottery & Gaming.

Lotteries and Atlas Experiences Are “Doin’ This” with Luke Combs

Atlas Experiences is delivering a certifiable superstar to at least 15 lotteries, and growing, with its “Living Lucky with Luke Combs” Promotion and Private Concert. Luke Combs won the Annual Country Music Association’s top award, Entertainer of the Year, last November. He was also nominated for the Grammy’s Best Country Solo Performance, which will be decided in April.

Even more impressive than awards, Luke Combs is performing to sold out stadiums. He just launched his first-ever headline stadium tour.

Luke Combs’ meteoric rise in popularity makes Atlas Experiences’ exclusive program “Living Lucky with Luke Combs” truly a once-in-a-lifetime experience for participating lottery players. Lotteries who signed up will be able to send their winners and guests to an intimate concert, where Combs will give away half a million dollars. To elevate the experience even more, Luke will announce a $10,000 winner for each participating lottery.

Luke Combs’ current popularity and connection with his fans will drive awareness and engagement with lotteries offering the unique prize package, which will drive media attention. “With Luke’s support for the program combined with over $650,000 in total cash prizes, the media coverage will showcase the opportunity for a Luke Combs fan to win $500,000,” Derek Gwaltney, Founder & CEO, Atlas Experiences said. “So, when you talk about driving winner awareness for a private lottery event and concert with Luke, this package is going to be unlike anything else.”

Atlas Experiences has made the promotional package as flexible as possible to allow for more participation, regardless of budget or product integration. While the original vision was for a “Living Lucky with Luke Combs” scratch ticket, some lotteries are leveraging the marketing package to include a fully produced TV spot, radio spot and custom augmented reality messaging from Luke. “I am always asked: ‘what can we do?’” Gwaltney said, “and my response is always, ‘tell me what works best for your market, and I’ll see what I can do.’”

For instance, lotteries utilize the Luke Combs brand to promote all their products, and even one execution has a Fast Play Living Lucky with Luke Combs game. Another lottery wanted to sell a “Living Lucky” scratch ticket, awarding the Luke Combs prize package.

Gwaltney concluded, “There is still time as we are still discussing opportunities for more lotteries to participate. Whatever price point works best; whatever strategy connects with the consumer. We are going to do everything in our power to make their vision happen because it makes the result bigger and better for all parties.”

Massachusetts Lottery – Anniversary Scratcher

The Massachusetts Lottery is reminding players to purchase “Your Ticket To The Biggest Celebration.” The ticket’s launch coincides with the 50th anniversary of the Mass Lottery’s first drawing that took place on April 6, 1972.

“As our first oversized ticket, with all winning tickets totaling $50 or more, this ticket offers our players a unique experience. If early results are any indication, we expect this ticket to perform very well. After just one week in the market, demand for this ticket is high,” said Edward Farley, Chief Marketing Officer, Massachusetts Lottery.

The ticket is titled $50,000 Jumbo Bucks and priced at $10. “It features a variety of 50-themed elements, including the game’s top prize of $50,000 and the best chance to win a $50 instant prize in Mass Lottery history. Additionally, all winning tickets will total $50 or more,” said Tom Aiello, Instant Tickets Product Manager, Massachusetts Lottery.

Later in April, Aiello said the lottery will introduce a new $30 game with a top prize of $15 million. This game will feature the best chances to win $500 and $100 in our instant ticket history. Minimum ticket prize will be $40 or more.

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