The Hoosier Lottery’s holiday campaign reminds players to “gather around the spirit of FUN.” The holiday campaign spotlights “holiday memories made from scratch.”
“We are bringing this idea to life by celebrating the memories and spirit of fun and warmth that gifting Scratch-offs bring to the holiday season,” said Brittany D’Haenens, Senior Brand Manager, Hoosier Lottery.
The lottery projects its $10 holiday game will be a blowout. “While we are excited about all of our holiday offerings, we believe that the $10 Holiday Cash Blowout will be this year’s big hit. This is a strong proposition that continues to perform in Indiana, and it’s the first time we have brought this to life in a holiday offering,” said Jackie Koenig, Product Manager, Hoosier Lottery.
Hoosier Lottery is launching five Holiday Scratch-offs, including $1 Tis the Season, $2 Deck the Halls, $3 Candy Cane Crossword, $5 Merry Multiplier, and $10 Holiday Cash Blowout. The $1 and $2 Scratch-offs offer players a 2nd Chance promotional opportunity.
The 2020 holiday marketing campaign demonstrates both traditional and non-traditional ways players “can make memories from scratch this holiday season by gifting Holiday Scratch-offs,” said D’Haenens. “We are leveraging consumer and media landscape insights to help inform marketing decisions and better connect with players.”
The lottery also chose to create an animated holiday ad instead of the traditional live action TV spot. “We are utilizing an animated approach to bring our campaign idea to life. Our promotional footprint includes radio and TV station giveaways where players have the opportunity to share how they intend to make memories from scratch for a chance to win a Hoosier Lottery prize pack,” said D’Haenens.
Virtual outreach will be key due to COVID. “While we are reaching our players throughout their consumer journey, including traditional mediums, we recognize the importance of social media and digital channels to help connect our players with our offerings,” said D’Haenens.
For example, the lottery launched a digital holiday activation, Cheer Challenge, that allows players a weekly opportunity to complete challenges for a chance to win a Hoosier Lottery prize pack. “We are also utilizing social media influencers to broaden our campaign reach and to demonstrate ways to gift Holiday Scratch-offs,” said D’Haenens.
The lottery is partnering with retailers to create unique promotions that leverage its holiday offerings. “With the purchase of Holiday Scratch-offs, players have the opportunity to participate in promotions for chances to win prizes like Scratch-offs, holiday baskets, gift cards and stand mixers,” said D’Haenens. “We are also utilizing billboard extensions to help draw attention to our Holiday Scratch-offs.”