Just as the DC Lottery’s on-the-street midday promotions met players where they were during the workday, its new COVID strategy leans heavily on social media engagements to bring the fun and excitement of the DC Lottery to players in the comfort and safety of their homes. 
“Launched at the break of the pandemic, We Are One was a weekly, two-hour player appreciation activity that reminded audiences that winning with the DC Lottery was as close as their fingertips,” said Nicole Jordan, Director of Marketing and Communications, DC Lottery.
This digital event was hosted exclusively on the DC Lottery’s Instagram (IG) page. A local guest DJ provided musical entertainment while the lottery randomly awarded more than $1,000 per show to program participants.
“We Are One Live was a success for DC Lottery. Over the course of just four weeks, DC Lottery’s following on Instagram grew by 1,363 followers, a 3,686% increase on the Lottery’s average growth, and a 43% increase in followers overall,” said Jordan. “The positive response prompted our current #DCLove series. This monthly IG program invites players to submit photographic images that convey their appreciation for the District of Columbia for the chance to win cash gifts and prizes. So far, the DC Love campaign has amassed 422,913 impressions, 1,397 impressions, 213 follows, and 1,043 uses of the #DCLove hashtag.”
Players clearly felt DCLove for the DCLottery. Together they are weathering the pandemic. “Since the inception of these two winning opportunities, the DC Lottery’s Instagram page has garnered more than 1.28 million impressions and our IG following has increased more than 26-percent. The transition to online engagement has allowed us to maintain safety protocols while keeping our brand viable and top of mind in the marketplace,” explained Jordan.
For the next 5 days leading up to La Fleur’s Final-e-Conference (September 1-2), La Fleur’s Magazine is spotlighting various U.S. lotteries which organized special marketing programs, digital promotions and social media events during 1Q of FY21.
La Fleur’s Final-e-Conference is two-day virtual conference which will be held September 1-2. Registration is free for lottery employees. A vendor’s 2-day registration price is $449.99. Here is link to register: https://lafleurs.com/registration-redirect-dc/
