Mississippi Lottery Corp. will launch Cash 4 on January 10. It represents the fifth draw game added to the portfolio. MLC also sells Powerball, Mega Millions, Match 5 and Cash 3.
The lottery stuck to an educational tone in its prelaunch ad. “For the Cash 4 intro, we stayed away from our ‘Lucky Buck’ mascot making the pitch, because it was more important to cover several bases: introduction of a new game, when it starts, explanation of the game, and generation of interest. There’s a lot going on in 30 seconds,” said Dan Turner, VP, Marketing, MLC.
The lottery created three ads for Cash 4. “Because we were able to animate the commercial in-house, it was pretty easy to generate three spots: ‘Cash 4 is coming,’ which we started just after Christmas; ‘Cash 4 is here,’ which will run solely on launch day; and a general Cash 4 commercial, which will run after launch day. We’re using the voice-overs for all three TV spots as the radio commercials as well,” said Turner.