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? Adding greater value to New / Improved services customers through systematic and processes. changes. Bringing About major changes in activities, Putting new ideas into action. programmed, systems and processes.
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Wha hat Uni nique ue Cha hallen lenge ges Doe oes DC Lot ottery ry Fac ace?? • 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.
How Doe ow Does D. D.C. . Lo Lott ttery ery Ge Get Inn t Innov ovat ative? ve? • Connecting with our players and our community • Taking risk • Having Fun
In Innovative novative Pr Prod oducts ucts and nd Pr Prom omotion tions s
$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 own 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
Hol oliday iday Bucks s 2nd nd Cha hance nce Pr Prom omoti otion on • This 2 nd 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 2 nd 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 2 nd 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%.
Hol olida day y Pop op-Up Up Sh Shop op • 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 2 nd 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 19 th – April 8 th players had the opportunity to enter a 2 nd 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 2 nd 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 • 2 nd Chance Contest All Numbers Games • $60K in Total Cash Prizes • Cross Promotion Fast Play and DC5 • Increase 2 nd 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 of 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
CORPORATE SOCIAL RESPONSIBILITY THE ATLAS
Inn nnovati ovation on Thr hrou ough gh Comm ommunications nications Ed, Edd & Eddy Viral Meme Viral Ki Ki Song Meme for $30 Tix Feeling Cute Challenge
What’s Next for DC Lottery?
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