The Oregon Lottery is borrowing a marketing strategy from the holidays. It created a spring campaign to focus on instant games as the perfect gift.
“To showcase the breadth of Scratch-it games that we have available and to ensure the single ticket does not sell out, we have moved from focusing on a singular game title to putting together a theme,” said Shad Barnes, Senior Manager, Digital Marketing. “May-June is a ‘Gifting Scratch-its’ campaign (moms, dads, grads & general thank you) and we are looking at a summer type theme for July-August.”
Oregon Lottery is promoting Scratch-Its on social media. “We do full-pack Scratch-it ticket giveaways. While we have moved these to be web-based, we do post about these giveaways on our social media channels. Additionally, we do have a paid media buy for Scratch-its that includes social media as well as other digital assets,” said Barnes.
While the Scratch-Its gifting campaign is nearing conclusion, it will return in 2022. “We will be wrapping up our Gifting Scratch-its campaign at the end of June, but we are expecting this campaign to be larger next year,” said Barnes.