The Missouri Lottery’s slogan for its holiday scratcher advertising campaign promises “It’s a Winner Wonderland: The Must-Get Gifts of the Season.”
The $5 “Holiday Cash” instant is expected to be the seaon’s big hit. “This ticket is a unique first-time offer for Missouri Lottery players. The game is printed using Clear Play™ technology that really catches the eye, allowing light to shine through to enhance the game’s colors and bright graphics. Our players have also been pleasantly surprised to learn it is made from recyclable material,” said Bill Burton, Instant Product Manager, Missouri Lottery.
The lottery is maintaining rather “traditional practices” for marketing holiday Scratchers “since our instant sales have continued to perform well. Our approach is all about reinforcing the ‘Scratchers as Gift’ concept and letting players know what new games are available, along with the great second-chance promotion that goes with them,” said Burton. “We did, however, change promotion prizes from our usual experiential trip packages to something that would resonate more during these times. With potentially travel-weary players in mind, we’re offering home makeover themed packages instead.”
Virtual outreach is critical during the holiday season. “We’re not able to sell online, but with a level of uncertainty that still exists for our players and retailers until we get on the other side of the pandemic, virtual communication is more important than ever,” said Burton. “So much so, that even with an extensive cut to our advertising budget, we added streaming platforms back into the mix for our ‘Scratchers as Gifts’ campaign for both radio and TV,” said Burton.
“Additionally, the campaign will be leveraged on social media, our website and mobile app, and through direct communication with My Lottery Players Club members,” he added.
The Missouri Lottery is running a “Home for the Holidays” second-promotion running in addition to its Scratchers as Gifts campaign. “Players enter $10 worth of holiday-themed Scratchers and eligible Draw Games into the promotion for a chance to win their choice of a home makeover or cash,” said Burton.
The lottery’s physical point-of-sale materials are merchandised at retail. Digital assets are included within the ESMM slide show. The is also giving away a free gift envelope for players, making it easy to present Lottery tickets as a “wrapped” gift.
The lottery will running a 30-second holiday TV spot, featuring an owner and his dog. It is sure to delight all animal lovers. Holiday advertising also includes a 30-second radio spot, in addition to social media support.