Brittany D’Haenens, Senior Director of Marketing, Hoosier Lottery
We introduced a multi-channel marketing campaign to support the launch of Millionaire For Life™ centered around the tagline, “A Million Reasons to Play.” Our campaign focuses on driving awareness and education of the new offering through a combination of streaming television, radio, in-store point-of-sale, paid and organic social and digital advertising, and coupon distribution to generate trial. We will be launching a myLOTTERY player program promotion where we will give away a year of Millionaire For Life to help reiterate the game proposition. We focused on heavy education through teaser marketing, a comprehensive landing page with all game details, and an educational how-to-play video.
