$2 Powerball Publicity, Promotion & Launch

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$2 Powerball Publicity, Promotion & Launch March 19, 2012

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$2 Powerball Publicity, Promotion & Launch. March 19, 2012. Publicity Goals - $2 Powerball Launch. Soften the $2 price p oint Inform s takeholders - Players, r etailers, employees, media and My Lottery m embers Educate - Communicate the new, positive game attributes Create excitement - PowerPoint PPT Presentation

Transcript of $2 Powerball Publicity, Promotion & Launch

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$2 Powerball Publicity, Promotion & LaunchMarch 19, 2012

Soften the $2 price pointInform stakeholders - Players, retailers, employees, media and My Lottery membersEducate - Communicate the new, positive game attributesCreate excitementGet buy-in from playersCreate a dialoguePublicity Goals - $2 Powerball Launch

Web blogAdvertisingMy Lottery emailTicket messagesFacebookTwitterEventsCouponsLottery publicationsLottery staffESMM screens at retailWebsitePoint-of-salePre-launch Web promotionPress releasesWeb videoMedia interviewsLaunch promotionCommunication Channels

Lets Get It Started!AugustStaff briefings on new gameMore, Bigger, Better poster displays in all officesMore, Bigger, Better flyer at retailFacebook-Twitter-Blog: Whisper CampaignSeptemberMy Lottery email teaserOctoberWeb teaser video

NovemberRegional sales staff sell-insMy Lottery emailTeaser messages on Powerball ticketsDecember$100 Web pre-Launch promotionNews releaseWeb videoTerminal messagesESMM screensHotline, winning number hotline messages

Players were prompted to a special web address printed on Powerball tickets onlyOn the website, players completed a short quiz that highlighted the features of the new gameCompleting the quiz entered the player into a weekly drawing that awarded a $100 cash prizeResults: 11,614 entries, 1,004 new My Lottery members

$2 Powerball: Pre-Launch Web Promotion

Players received a Bonus Raffle ticket with each $2 Powerball purchaseTop prize winners won a trip to Anywhere in the worldSecondary prizes of travel packs and cash$2 Powerball: Launch Promotion

Store events held in 36 locationsOn-site radio remotes arranged through retail partnerPowerball coupons and other prizes awarded to players at each event$2 Powerball: Money Truck Events

$2 Powerball: AdvertisingPump Toppers

$2 Powerball: AdvertisingPump Handles

Static cling:Counter card:

Ice chest:$2 Powerball: Advertising

$2 Powerball: TV Advertising

$2 Powerball: Sales Results