Colorado Lottery Director Laura Solano presented “Lucky for Life: Colorado Lottery.” The game launch included TV, radio, POS and digital pushes. The bloc lotto billed as “The Game of a Lifetime.” Solano shared the strategy behind the campaign, the creative elements and the details behind the successful free digital game, Infinite Luck.
“Over $5.7 million in sales to date,” reported Solano. “Strong sales out of the gate—$361,00 per week. Over-delivered media value by 27%. Game awareness measured at 1 in 3 of Coloradans. Infinite Luck mobile game had more than 22,000 plays.”