The California Lottery launched a $20 scratcher called $5 Million Roaring 2022 as its New Year’s game.
“‘$5 Million Roaring 2022’ is our $20 holiday offering, celebrating the New Year. This is our third year in a row offering a New Year ticket, and we’ve seen players continue to buy these tickets as late as May and June,” reported Whitney Alderson, Assistant Deputy Director, Marketing, California Lottery.
The stunning Art Deco design is reminiscent of the Great Gatsby era.
The lottery’s holiday marketing comprised a 360 integrated campaign across consumer touchpoints. Alderson said the goal was “to reach our distinct player segments at key moments in their path to purchase.”
The lottery included traditional media support such as TV, radio, and out-of-home advertising along with point-of-sale, digital marketing, streaming video, streaming audio, social media, influencer marketing, and 2nd Chance promotions. For example, players can ring in 2022 with a final Holiday Scratchers 2nd Chance Promotional draw in January to win $25,000.