Anne Charpentier, Marketing & Sales Director, Montana Lottery
The Millionaire For Life (MFL) launch will be supported by a digital advertising campaign centered on emphasizing the “For Life” prize by highlighting the unique “every day” cycle—play every day, win every day, and get paid year after year. By communicating the value of the $5 price point for the largest daily prize in national lottery history, we’re positioning MFL as an unbeatable value.
While the campaign spans all digital channels, we are deploying targeted media tactics specifically designed to capture the younger demographic. Specifically, the production incorporates a kinetic motion graphic approach. This style uses fast-moving text and bold colors. The tone is modern, bold, rhythmic, urgent, relatable, and speaks to a younger audience. The media plan will primarily leverage streaming digital placements and social channel integration.