Nadine Tull, Business Director, Cole & Weber, presented “Winning with Washington’s Lottery.” Research showed that “a hurdle to lottery play and attracting a millennial player base is that new, contemporary players do not ‘relate’ to the winners they see pictured in the earned media space,” said Tull.
Washington’s Lottery wanted to tackle this straight on. The solution was a “Winning Photo” iPad app usable at both events and to process winners. Players can choose different backgrounds to create a personalized image and incorporate imagination. The lottery can tie backgrounds into campaigns, games and seasonal content. In just one year, the percentage of winners who agree to publicity climbed from 39.3% to 55%.
