Shaq Scratch & Throw: Chasing New Relevance in Jersey
Vince Smart, Senior Director of Marketing, Northstar New Jersey Lottery Group, recapped two recent initiatives designed to engage younger, casual players in New Jersey. First, New Jersey partnered with Shaquille O’Neal to launch the $5 Jersey Giant Winnings scratch-off, which achieved the highest TV recall in eight years and grew the player base by 35% in the first month. Second, a Rock Paper Scissors Throwdown live tournament, which doubled as a debut platform for a full-color POP scratch ticket and a Rock Paper Scissors Fast Play game.