Maryland Lottery & Gaming’s holiday campaign theme is Multiply the Cheer.
According to Jill Baer, Director of Creative Services at Maryland Lottery, the theme “communicates the benefits of playing and giving holiday scratch-offs while also emphasizing the multiplier feature included on our ‘Holiday Luck’ family of games. We used a friendly, inviting type style to encourage players to learn more.”
Marketing a holiday family of games is a new strategy for Maryland Lottery. “The tickets, which range in price from $1 to $10, include a holiday theme as well as a multiplier feature, which is a player favorite. Players can multiply their winnings up to $100,000,” explained Kate Airey, Director, Product Development at Maryland Lottery.
In terms of the lottery’s COVID strategy, the lottery budgeted more money for its digital, search and social media plans than in years past. They also recognized that consumers are likely to do more holiday purchasing online this year.
“Although we are prohibited from selling lottery products via the Internet, we want to reach people when they go online to do their holiday shopping,” said Airey.
Virtual outreach is key. “In addition to our increased digital and social media presence, we also hope to reach players through television advertising, including placements on streaming networks, since we know people are spending more time at home due to COVID,” said Baer.
“In all of our holiday marketing efforts, we are showing our tickets in a way that resonates with players during the pandemic. Our television commercial features a group of people spreading holiday cheer with drive-by caroling and by delivering scratch-offs to family and friends’ homes. In our digital and social creative, we are showing our players how our holiday scratch-offs can be incorporated into their gift-giving by sharing various DIY gift ideas. We are also creating assets like holiday-themed Zoom backgrounds that can be used as people enjoy virtual celebrations,” she added.