2 powerball publicity promotion launch
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$2 Powerball Publicity, Promotion & Launch PowerPoint PPT Presentation


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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

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$2 Powerball Publicity, Promotion & Launch

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2 powerball publicity promotion launch

$2 Powerball Publicity, Promotion & Launch

March 19, 2012


Publicity goals 2 powerball launch

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


Communication channels

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


Let s get it started

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


2 powerball pre launch web promotion

$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


2 powerball launch promotion

$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


2 powerball money truck events

$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


2 powerball publicity promotion launch

$2 Powerball: Advertising

Pump Toppers


2 powerball advertising pump handles

$2 Powerball: AdvertisingPump Handles


2 powerball advertising

$2 Powerball: Advertising

Ice chest:

Counter card:

Static cling:


2 powerball tv advertising

$2 Powerball: TV Advertising


2 powerball sales results

$2 Powerball: Sales Results


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