Mvp spectacular all agency 8.17.11 v2

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Status Meeting8.17.11

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Cash Spectacular MVP – More Valuable Prizes!

Concept Overview:

2nd Chance Drawing• Participants can enter into a second chance drawing by submitting $10 in online

or instant tickets by mail or online for a place at a regional shoot-out event.• Regional winners will win a top cash prize of $5,000 and a matching top prize of

$5,000 cash for their public school district and a chance to participate in a draw for a chance to throw a $1 Million half-court shot at a major basketball game.

• Regional events will also award a $1,000 cash prize for 2nd place with a matching $1,000 cash donation to their public school district as well as a 3rd place prize of $500 with a $500 matching prize for their public school district.

Awareness Events• Awareness events at retail and festivals invite consumers who purchase $10 in

any lottery product a chance to win prizes by shooting baskets at retail and state-wide events.

• Consumers purchasing a $200,000,000 Cash Spectacular game will be given a 7-11-21 promotional ticket.

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Event Structure1 Grand Prize

Event

December College Basketball Game

• The winner will throw a half-court shot for a chance at a $1 Million prize

• Winner to receive trophy

6 – Regional EventsDates/Cities TBD

November 11 – 13th November 18 – 20th

Malls & High-Traffic Venues

6 DMAs – 25 Participants Each: • Chicago• Chicago Suburb• Rockford• Moline• Springfield• Metro East

• 24 participants from each of the regional areas are drawn from online and mail-in entries to participate.

• Random drawing for 1 additional participant at Regional event

• Participants throw free throws for :30, top scores win a place in the finals

30+ - Awareness Events

Sept 8th-October 23rd

Retail Locations and

Events

• LSRs to determine viable retailer sites

• LSRs and agency leads execute events

• $10 purchase in Lottery games will allow for entry to shoot baskets for 30 seconds

• Participants will receive a Koozie, Back-pack or Cash Spectacular commemorative T-shirt based on number of throws

• With Cash Spectacular ticket purchase receive a 7-11-21 promotional ticket

2 - Media Events

Sept 2nd & 3rd – DuQuoin

Sept 7th – Chicago

Media Activities on September 2:

• Primary celebrity appearance(s)

• Media personality shoot-out competition

• Trick shot performance

• Begin Cash Spectacular MVP awareness promotion with consumers

September 3• Cash Spectacular

MVP awareness promotion with consumer continues

2 - Media Events

Sept 2nd & 3rd – DuQuoin

Sept 7th – Chicago

Random Drawing

December Evening Prior to

Grand Prize Event

• Winner to be drawn randomly to participate in a shoot-out for a chance at $1 Million half-court shot the night prior to the college game

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Prize Structure

Grand Prize Event

$1 Million Insured Prize

• At the college game the winner will throw a half-court shot for a chance at a $1 million prize

Regional

$78,000 Cumulative Purse and Lottery Tickets

• Drawing of 24 participants from each DMAs on November 2, 2011

• Drawing of 1 participant from each DMA from on-site entries

• Participants throw free throws for :30 with top score winning a place in the finals

• 6 finalists (1 per DMA) receives a cash prize of $5,000 and a $5,000 cash prize for their school district

• 2nd place regional winners receive a $1,000 cash prize for themselves and a $1,000 cash prize for their school district

• 3rd place regional winners receive a $500 cash prize for themselves and a $500 cash prize for their school district

• All participants receive promotional $10 Cash Spectacular ticket

Retail and State-wide Events

Lottery Tickets and Premiums

• $10 purchase of Lottery games will allow for entry to shoot baskets for 30 seconds

• Number of baskets determines premium participant receives

• Premiums include Koozies, Backpacks and Commemorative Cash Spectacular T-shirts

• With Cash Spectacular ticket purchase participants receive 7-11-21 Promotional Tickets

• Participants entered into a drawing for a place in regional competition

• Entries to be received by October 23, 2011

Random Drawing

For Grand Prize Event

• Winner to be drawn to participate in a shoot-out for the chance to throw a $1 Million half-court shot the night prior to the college game

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Launch and Regional Event Set-Up

Large Retail Event

Launch and Regional Event

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Activation Elements

Branded Ball Rack

Branded Hoop

Branded Basketballs

All TerrainStaff Uniform Examples

Modular Fencing

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Premium and Sales Promotion Structure

Commemorative T-Shirt

Purchase of a $10 $200,000,000 Cash Spectacular game and receive a

7-11-21 Promotional Lottery Ticket

Koozie Backpack

Bringinglucky back

Tier 1 Tier 2 Tier 3

0 – 3 Shots 4 – 6 shots 7 + Shots

Koozie Backpack Commemorative T-shirt

8Easel-Back Poster

Entry Form PadNOTE – DIFFERENT ADDRESS FOR

EACH REGION(entry form pad to be affixed to Easel-

Back Poster)

Point of Sale

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Pre-Event Poster

2-SidedHow to Play Tear Pad

Point of Sale

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Point of Sale

2-SidedDuQuoin Flier

# TBD in Conjunction with LSR Schedules and Budget

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Communication

LSR Promotion and Retail Recruitment Briefings– Completed R3, R4, R5 on Tuesday, August 16th– Thursday, August 18th in Bolingbrook R1, R2, R3, R6

LSR Sell & Retail Promotion information sheets


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2nd Chance Drawing Procedures

• Retailer/Statewide Events– All entries must be received by November 2nd – Draw by Scientific Games from 5 DMA specific PO Boxes– Winners contacted by November 6th – 24 Winners and 10 Alternates advance to Regional

• Regional Events– 1 random Winner drawn by pre-approved representative at each

Regional Event to allow a walk up entry. – Total of 25 entrants to compete


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Community Relations

Engage Derrick Rose as Cash Spectacular Spokesperson

• Approach him through relationships with Wynona Redmond and Rufus Williams

• Articulate the vision of Cash Spectacular and goals to support schools around the state

• Explain how his support will be help build a better Illinois• Offer an opportunity to participate in Cash Spectacular promotion in

exchange for donation to his favorite foundation/school

Best Case Participation• Single Appearance

• Chicago Launch Event• Location: TBD• Monday, September 5• Autograph Basketballs

Minimum Participation• Press Conference

• Location- Chicago• September 4th or 5th in the AM• Cash Spectacular/Community Message Delivered (Script Provided)• Autograph Basketballs


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Community Relations/Celebrities

Home Town Hero Single Appearance• Downstate Launch Event• Location: DuQuoin State Fair• Friday, September 2nd

Trick Shot Team• Downstate Launch Event September 2nd• Chicago Launch Event• Thursday, September 8th


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Sports Promotion

Home Town Hero• Received positive feedback on player appearances from Wolves, IceHogs and Mallards• Next step: Coordinate dates with game schedules

Finals Venue• UIC likes the idea• Potential date for finals: December 10th vs Northern Illinois University • Next step: Confirm approval for Finals on December 10th

Arlington Park• Racing Thursday thru Sunday until Sept 25th

Minor League Hockey• Season begins in early October, do we utilize assets for CS• Chicago Wolves, Rockford Ice Hogs, Quad City Mallards, Peoria Rivermen &

Bloomington Blaze

Blackhawks • Season begins in early Oct, do we utilize assets for CS?

Bulls • TBD due to labor issues


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Media PlanTotal Total

29 5 12 19 26 3 10 17 24 31 7 14 21 TRPs Spend

Metro Market TV: Chicago 225 225 225 225 65 65 65 65 1,160

Metro Market TV: Peoria, Rockford, Champaign/Springfield 225 200 225 200 50 50 950

Metro Market TV: Davenport, Quincy, St. Louis 200 200 200 200 800

Spot Cable: Paducah, Terra Haute, Evansville

- $18,748

CUSTOM TV FEATURES/ PREMIERES

- $200,000

Metro Radio- Chicago (winner awareness :30s) 100 100 100 100 75 75 550

Metro Radio- Downstate Markets(winner awareness :30s) 100 100 100 100 50 50 500

Non-Metro Radio 15 15 15 15 60 $36,330

IRN 22 22 22 22 88 $24,480

TRAFFIC READS- Chicago 25 25 25 25 25 25 25 25 200 -

DJ Chatter- Chicago 25 25 50

DJ Chatter- Downstate Markets 25 25

RADIO ADDED VALUE -

Digital $175,000

OOH $450,000

$2,405,683

September October November

TBD


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Media

Radio Promotion Guidelines

• Stations to submit a promotional schedule for on-air radio support around the event dates associated with their MSA

o Each promotional schedule is 10 days, with last day being the Retailer Event Day

o :30s script provided for promotional reads with a blank spot for stations to eventually insert retail location

MSA Event DatePromotional Support

DatesChicago Suburb 20-Sep 9/11 - 9/20Chicago Suburb 21-Sep 9/12 - 9/21Rockford 22-Sep 9/13 - 9/22Moline/Quad Cities 23-Sep 9/14 - 9/23Peoria 28-Sep 9/19 - 9/28Bloomington 29-Sep 9/20 - 9/29Champaign 4-Oct 9/25 - 10/04Springfield/Decatur 5-Oct 9/26 - 10/05Metro East St. Louis 11-Oct 10/02 - 10/11Metro East St. Louis 12-Oct 10/03 - 10/12Chicago 18-Oct 10/09 - 10/18Chicago 19-Oct 10/10 - 10/19Chicago 20-Oct 10/11 - 10/20Chicago 21-Oct 10/12 - 10/21


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Interactive

• Build awareness and attendance at Feeder events– Digital Display

• Use media spend to drive consumers to retail• Dynamic ads to generate local event list

– Event calendar posted on IllinoisLottery.com• Communicate via social media• Feed events from event management site?• Add event locations to Google Maps

– Email communication to 2010 2nd chance entrants: 175K consumers

• Facilitate online entry and excitement for regional events– Online registration for regional event drawing through MDI– Blogger/Social media outreach on awards for school districts

• PTAs, Alumni Groups, etc.

• Include social media icons on all promotional information


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Media

Next Steps

1.) OMD to receive and compile spreadsheet of all participating stations and their on-air dates

2.) After client approval, All Terrain to receive spreadsheet from OMD

3.) All Terrain to determine and send retail locations to stations

4.) Stations to send final promotional script, with retail date and location inserted, to All Terrain for approval

5.) First MVP Promotions to begin: 9/10


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Interactive


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Interactive


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Public Relations

Local Media Personality Pitch

Pitch television morning show personalities for shootout competition

between co-hosts

Use radio remotes with local personalities to drive traffic and create awareness

Pre-pitch events with visual of basketball courts and set-up of events

Concentrate Efforts to Coincide with Launch Dates

Follow up opportunities in markets with feeder, regional and finalists events

Create photo opportunities with branded items for placement in local markets and

use on social media outlets

Visual Aids

Use Cash Spectacular Ticket Art for Backboards to Increase Visibility of the

ticket

Use Illinois Lottery-branded basketballs for events and as part of prize package

Develop short video of players on branded-court for YouTube for use on

Facebook and Twitter

Mvp spectacular all agency 8.17.11 v2

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