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$2 Powerball Publicity, Promotion & Launch

$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

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$2 Powerball Publicity, Promotion & Launch

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  1. $2 Powerball Publicity, Promotion & Launch March 19, 2012

  2. Publicity Goals - $2 Powerball Launch • Soften the $2 price point • Inform stakeholders - Players, retailers, employees, media and My Lottery members • Educate - Communicate the new, positive game attributes • Create excitement • Get “buy-in” from players • Create a dialogue

  3. Communication Channels Web blog Advertising My Lottery email Ticket messages Facebook Twitter Events Coupons Lottery publications Lottery staff ESMM screens at retail Website Point-of-sale Pre-launch Web promotion Press releases Web video Media interviews Launch promotion

  4. Let’s Get It Started! • August • Staff briefings on new game • “More, Bigger, Better” poster displays in all offices • “More, Bigger, Better” flyer at retail • Facebook-Twitter-Blog: Whisper Campaign • September • My Lottery email teaser • October • Web teaser video • November • Regional sales staff sell-ins • My Lottery email • “Teaser” messages on Powerball tickets • December • $100 Web pre-Launch promotion • News release • Web video • Terminal messages • ESMM screens • Hotline, winning number hotline messages

  5. $2 Powerball: Pre-Launch Web Promotion • Players were prompted to a special web address printed on Powerball tickets only • On the website, players completed a short quiz that highlighted the features of the new game • Completing the quiz entered the player into a weekly drawing that awarded a $100 cash prize • Results: 11,614 entries, 1,004 new My Lottery members

  6. $2 Powerball: Launch Promotion • Players received a Bonus Raffle ticket with each $2 Powerball purchase • Top prize winners won a trip to “Anywhere” in the world • Secondary prizes of travel packs and cash

  7. $2 Powerball: Money Truck Events • Store events held in 36 locations • On-site radio remotes arranged through retail partner • Powerball coupons and other prizes awarded to players at each event

  8. $2 Powerball: Advertising Pump Toppers

  9. $2 Powerball: AdvertisingPump Handles

  10. $2 Powerball: Advertising Ice chest: Counter card: Static cling:

  11. $2 Powerball: TV Advertising

  12. $2 Powerball: Sales Results

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