At At Le Least ast No Not t DC DC Lo Lottery ttery Nicole - - PowerPoint PPT Presentation

No Business Stands Still… At At Le Least ast No Not t DC DC Lo Lottery ttery

Nicole Jordan Director of Marketing and Communications LaFleur's 2019 DC Conference May 14, 20019

“CHANGE IS THE ONLY CONSTANT THING IN LIFE.”

Wh What at is is Innov Innovation? ation?

New / Improved services and processes. Adding greater value to customers through systematic changes. Bringing About major changes in activities, programmed, systems and processes. Putting new ideas into action.

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Wha hat Uni nique ue Cha hallen lenge ges Doe

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• Two large bordering states
• Smaller prize pool
• Can’t sale in Federal Enclave
• Rapidly growing demographic with unique

gamming habits

EVERY YEAR BRINGS NEW

CHALLENGES, NEW CHOICES,

AND NEW COMPETITION FOR PEOPLE’S TIME AND ATTENTION.

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• Connecting with our players

and our community

• Taking risk
• Having Fun

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$10 Mil illion Cash Ext xtravaganza

$10 Mi Million lion Cas ash h Extra ravaganza vaganza

• Since this was our first $30 ticket, we knew we had to do something

fun and unique---something our player’s have never experienced from us before. We decided to take things to “A New Level” by incorporating luxurious imagery and an original sound-track that became the pulse of the campaign.

• Our radio and television commercials were well received and kept

the energy of the campaign going strong. The campaign was fun and exciting and attracted new and core players.

• $30 for 30 Event Recap: On October 3, 2018, DC Lottery broke its
• wn record for a self-product event at Union Station by bringing in

$20,018 in only three hours! The previous record was $13,870.

• We modified the “Deal or No Deal” concept and awarded over 90

prizes to new and core players.

• Our television and radio commercials were prominently showcased,

and our radio talent gave live-performances so that the audience could sing along!

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Hol Holiday iday Buck Bucks s

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• This 2nd Chance promotion included one Fast Play (FP) game

and three scratchers : $1 Jingle Bills, $2 Holiday Double Win, $5 $25,000 Holiday Bonus , and $1 FP Candy Cane Cash!

• We encouraged players to purchase all four products for a

single entry into the 2nd chance contest. ($9 spend = 1 entry into the contest)

• It was unique in that were able to cross-promote our games

which not only introduced the 2nd Chance website to FP players, but also introduced FP players to scratchers and vice-versa.

• We gave away weekly cash prizes of $2,019 and a grand

prize of $20,019.

• The scratch tickets sold out in 10 weeks and we out

performed Holiday 2017 by 141%.

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• Holiday Pop Ups Were One of The Lottery’s FY18

Strategic Initiatives

• Opportunity For DC Lottery To Carry The #New Level

Energy Into The Holiday Season & To See How Players Respond to A Lottery Pop Up Store.

• The Holiday Theme Tied In With Our “Holiday

Bundler

• $1 Fast Play Candy Cane Cash Ticket
• $1 Jingle Bills Scratcher
• $2 Holiday Double Win Scratcher
• $5 $25,000 Holiday Bonus Scratcher

▪ Impressive Sales, New Audiences, & Test A New Sales Channel

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Cel Celebr ebrat ations ions DC DC-Cen Centric tric

202 202/ / DC DC Flag ag Scratch ratcher er

• This campaign featured two tickets:
• $2 202 Ticket with top prize of $202.
• $5 DC Flag Ticket (4) scenes with top prize of $50,000.
• Over $1.6 million in total cash prizes!
• 202 is Washington DC’s area code which is prominently

featured on the front with the city skyline in the background.

• The DC Flag features four (4) scenes of DC’s flag with the

skyline, a special red foil print treatment, and a 2nd Chance contest.

• As simple as this concept looks, it took over two years to go

from a creative concept to tangible products. We had to make sure both tickets worked cohesively and that the campaign would serve as the foundation/umbrella for every promotion and event we launched throughout the fiscal year.

Bracket Bucks

• From March 19th – April 8th players had the
• pportunity to enter a 2nd chance contest by

“voting” for their favorite D.C. Lottery game via a March Madness bracket style promotion.

• Each week a different pair of Lottery games

went head-to-head. Eight terminal-based games (DC2, DC3, DC4, DC5, Mega Millions, Power Ball, Lucky For Life, and Race2Riches) contained a web code that players used to enter the 2nd chance contest.

• From March 19th – April 8th there were a

total of 106,000 entries for the contest.

• The winning game of the Bracket Bucks

Promotion was DC4!

Bonus Week

• Agent & Agency Wide Launch
• Increased payout of 20% on DC4
• Generated buzz among players
• Increased DC4 sales 3.5% vs. PY
• Will relaunch later in the Fiscal Year

Tax Time Bonus

• Nth Promotion
• Instant Cash Prize on a trailing voucher
• Prizes of $10, $25, $50 or $100
• Over 6,000 winners!

More Money May

• Two ways to Win
• 2nd Chance Contest All Numbers Games
• $60K in Total Cash Prizes
• Cross Promotion Fast Play and DC5
• Increase 2nd Chance Entries
• Drive trial of Fast Play

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District Wharf Petal Palooza Event

Mardi Gras at The District Wharf

DC Lottery had a themed float in the parade portion of the event and also had a brand activation during this 6-hour

• event. The crowd drew over

15,000 attendees and we had non-stop foot traffic at our activation area where our DC Flag and “202” tickets were a huge hit with the crowd. Many

• f the attendees were local

from DC, in addition to a significant amount of tourists who loved our flag ticket and were buying them as souvenirs – we actually sold out of the flag ticket and had to have more delivered.

Washington Nationals Home Opener

THE ATLAS

CORPORATE SOCIAL RESPONSIBILITY

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Ed, Edd & Eddy Viral Meme Viral Ki Ki Song Feeling Cute Challenge Meme for $30 Tix

What’s Next for DC Lottery?