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Second Chance Drawings & Promotions
Minnesota State Lottery
The Minnesota State Lottery has launched a $30 $1,000,000 Caesars® Jackpot instant ticket that includes five casino-themed games, 35 chances to win, and three $1,000,000 instant cash prizes. Additionally, the game includes a second-chance promotion that will award 150 Caesars Jackpot merchandise prize packs and 30 VIP trips to Caesars Palace in Las Vegas, where winners will attend a Jackpot Party and someone might go home a millionaire!
Just several weeks after the launch, the Minnesota State Lottery $30 $1,000,000 Caesars Jackpot instant ticket was already performing strongly, with increased sales compared to the Lottery’s previous $30 game. The Lottery’s promotional strategy for the game consists of a state-wide marketing campaign that includes a 30-second TV spot, point-of-sale pieces, online banner ads, and social media marketing.
The Lottery is also incorporating some creative and attention grabbing marketing techniques encouraging Minnesotans to “Let Your Vegas Out’, including Las-Vegas themed mirror clings displayed in local cafes and restaurants, and Reward Posters featuring a lost tiger strategically placed around the state. When the number displayed is dialed, a pre-recorded message is heard promoting the $1,000,000 Caesars Jackpot ticket. The campaign quickly created a buzz and was even featured on the local news!
The Lottery will provide the 30 VIP trip winners and their guests a five-day/four-night, all-expenses paid trip to Las Vegas in April 2014. The winners and their guests will stay in deluxe accommodations at Caesars Palace, will receive a $500 food *& beverage credit and $250 spending money, and will attend the Minnesota State Lottery VIP Jackpot Party. The Jackpot Party will be a once-in-a-lifetime event, and everyone will go home a winner. The event’s excitement will start with a professional Master of Ceremonies, cocktails, passed hors d’oeuvres, and entertainment – all culminating with a dramatic reveal of what prizes players will receive and who might go home a millionaire!
GTECH will handle all the merchandise prize procurement and fulfillment as well as travel arrangements for the winners. In Las Vegas, GTECH will design, manage and host the Minnesota State Lottery $1,000,000 Caesars Jackpot Party.
The Washington Lottery kicked off 2013 with a $5 Bejeweled instant ticket. The Lottery supported the ticket with a strong marketing campaign that included several retail point of sale pieces to drive awareness around the Bejeweled Instant. GTECH Printing worked with the Lottery to organize two Bejeweled events in the Seattle area to generate awareness and create a buzz around the game. On January 19th, the first Bejeweled event took place at the Tacoma Mall in Washington. The Lottery sold Bejeweled instant tickets at their kiosk and lit up the mall by giving away sparkling Bejeweled rings to all their players. Anyone who purchased two $5 Bejeweled tickets was automatically entered into a second chance drawing hosted by the Lottery on-site. The fabulous prizes for the drawings included, Bejeweled games for multiple platforms including Nintendo DS, xBox and PC, and gift cards valued at $500 to stores in the mall. In addition to the drawings, the event included a Bejeweled tournament where players could compete for the high score and bragging rights! The second event was held March 1-3rd at the Seattle Women’s Expo. PopCap® games, the owners and developers of the Bejeweled game allowed the Lottery borrow their multi-player arcade Sega game for this event. Attendees competed for high-score, purchased Bejeweled instant tickets and were adorned with blinking gem rings. Hundreds of people joined in on the fun and the Lottery saw some very dedicated and talented Bejeweled enthusiasts compete!
Circuit of the Americas™ Second Chance Promotion
The Texas Lottery launched their second Circuit of the Americas (COTA) instant ticket in June 2013. GTECH has an exclusive license agreement with the Circuit of the Americas, a multi-purpose facility that hosts some of the most prestigious racing events in the world, which is located in Austin, TX. The Texas Lottery wanted to drive sales by including fabulous second chance prizes in their promotion. GTECH Printing worked with COTA and the Lottery to produce & procure custom COTA branded merchandise for the 2,400 prize packs that would be awarded over 4 drawings. In addition to the prize packs, the Lottery will gave away 4 VIP Race Experiences to any one of five select COTA Race Events. The Race Experiences included round-trip airfare, accommodations, ground transportation, food and beverage and VIP tickets to the race events. Players could enter to win either a merchandise prize pack or VIP Race Experience on the Second-Chance promotional website which was designed and developed by GTECH. GTECH was also responsible for all prize fulfillment, travel coordination and player communication & support.
Arizona Black Second Chance Drawing
Black themed instant tickets offer a modern and clean look that stand out at retail and attract a large player base. The Arizona Lottery decided to take this popular instant ticket theme and develop a family of games with a second chance winning opportunity. The Arizona Black Series launched in January of 2013 and includes five scratchers ranging in price from $1 to $20. The series includes: Arizona Black Special, a $1.00 game with a top prize of $1,500; Arizona Black Select, a $2 game with a top prize of $10,000; Arizona Black limited, a $5 game with a top prize of $50,000; Arizona Black Elite a $10 game with a top prize of $100,000 and Arizona Black Exclusive a $20 game with a top prize of $500,000.
The second chance promotion allows players to enter non-winning Arizona Lottery Black Series tickets for a chance to win cash prizes, each ticket at every price point is valid as one entry into the drawing. GTECH printing was responsible for designing, building and hosting the Black Series website as well as managing the four second chance drawings which will offer 111 prizes totaling $798,000, including a $500,000 top prize!
Who Wants to be a Millionaire™ Second Chance Promotion
The Austrian Lottery launched a Who Wants to Be a Millionaire instant ticket in January 2013, along with a spectacular second chance promotion. The Lottery wanted to leverage the popularity of the Who Wants to be a Millionaire brand and its relevance to winning great prizes. They developed the instant ticket with a simple yet relevant match 3 play style, and a $75,000 top prize. In addition to cash prizes, the Lottery wanted to offer a chance to win a once in a lifetime, money can’t buy experience. The Lottery and GTECH Printing developed a fabulous Live Like a Millionaire Weekend promotion where 15 lucky winners will win a trip to the filming of the WWTBAM show in Cologne, Germany. The winners will be treated like VIP’s with round-trip airfare, luxury ground transportation, dining at the finest restaurants and an exclusive backstage tour of the WWTBAM set and private meet & greet with celebrity host, Armin Assinger. The Lottery supported the instant ticket with tons of point of sale promotional materials, banner ads and both TV and radio spots. GTECH Printing coordinated the second chance experiential prize and will handle all fulfillment.
Bejeweled® Second Chance Promotion
The Arizona Lottery launched a Bejeweled instant ticket in July 2012, along with a custom-built, promotional website and spectacular second chance promotion. The Lottery wanted to add even more value to the Bejeweled instant ticket by developing a second chance promotion that was sure to make a splash. The Lottery conducted a second chance drawing where players entered for their chance to win one of four all-expense paid Caribbean cruises. Winners of the second chance promotion received a 7-day cruise for two aboard Norwegian Cruise Line® , round trip airfare to the port of their choice, hotel at the port night before departing, and a Visa gift card to spend on board. In addition to the second chance drawing, the Lottery also distributed 500 free download codes valid for a game on PopCap.com. GTECH Printing was responsible for website development and hosting as well as the second chance drawing and prize fulfillment.
NC Education Lottery
Bejeweled® Second Chance Promotion
The North Carolina Education Lottery (NCEL) launched their Bejeweled Money Multiplier instant ticket in September 2012, along with a custom-built, multi-level, social-media-driven, promotional Website. North Carolina Lottery players could enter the bonus code from their NCEL Bejeweled instant ticket to enter in the Play for Fun Bejeweled tournament for a chance to place on the weekly leaderboard. In addition, Lottery players who “like” the North Carolina Education Lottery on Facebook are automatically entered into a second chance drawing for a chance to win download codes valid for 20 games on PopCap.com, individual prizes are valued at $399. GTECH Printing was responsible for website development and hosting and will handle the second chance drawing and prize fulfillment.
New Jersey Lottery
Plants vs. Zombies™ Second Chance Promotion
The New Jersey Lottery launched a Plants vs. Zombies instant ticket in September 2012, along with a custom-built, multi-level, second chance promotional website and play for fun tournament. By entering the validation code from any non-winning New Jersey Lottery Plants vs. Zombies instant ticket, players could enter into the second chance drawing for a chance to win either one of 9 iPod® touch’s and iTunes® gift cards, or to win the grand prize, an iPad and Apple® gift card. GTECH Printing developed a custom play for fun game for the New Jersey Lottery’s website, Wall-Nut Bowling, a game that was derived from a popular Plants vs. Zombies “mini game” was added to the site for players to compete for the weekly leaderboard. GTECH Printing was responsible for website development and hosting and will handle all prize fulfillment.
World Series of Poker®
In July 2012, the Texas Lottery launched a $10 World Series of Poker® instant ticket and second chance promotional website. Players could enter any non-winning Texas Lottery World Series of Poker® instant ticket onto the second chance site for a chance to win one of 3,000 World Series of Poker® merchandise prize packs. The prize packs valued at $599 each, consisted of 7 high quality WSOP branded products including a poker table top, a watch, a poker chip set, card shuffler, money clip, sunglasses and a baseball cap. GTECH Printing was responsible for website development and hosting as well as merchandise procurement and fulfillment.
The Arizona Lottery celebrated their 30th Anniversary in the summer of 2011. GTECH Printing developed two anniversary games – a $5, 30th Anniversary ticket printed on foil stock and a $1 Celebrating 30 Years of Fun, 4-scene game. In celebration of its anniversary, the Lottery awarded 74 second chance cash prizes totaling $127,000.
GTECH Printing developed and managed the Second Chance Website associated with the games and handled the 3 second chance drawings for the Lottery. The Arizona Lottery was very pleased with the results of the ticket and the support provided by GTECH Printing.
Bejeweled Bonus® Second Chance Promotion
The Michigan Lottery launched their Bejeweled Money Multiplier instant ticket in January 2012, along with a custom-built, multi-level, social-media-driven, second chance promotional Website. Players could enter a Bonus Code from their Bejeweled instant ticket to see if they won a free download from PopCap.com, a Michigan Lottery coupon, or Michigan Lottery Player’s Club points. The Website featured a tournament game that allowed Lottery players to compete for the high score. In addition, Lottery players who “liked” the Michigan Lottery on Facebook were automatically entered into a second chance drawing for a complete merchandise pack from PopCap.com. The Lottery saw an immediate increase in their Facebook fans, as well as nearly 65,000 new registrants to its Players Club, more than 600,000 games of Bejeweled were played, and more than 550,000 entries were received!*
* Data based on the first 18th week of sales.
New Jersey Lottery
Bejeweled Bonus® Second Chance Promotion
The New Jersey Lottery launched their Bejeweled Money Multiplier ticket in July 2011, along with a custom-built, multi-level, social-media-driven, second chance promotional Website. Players could enter a Bonus Code from their Bejeweled Money Multiplier instant ticket to see if they automatically won a free download of Bejeweled 3. The Website also featured a tournament game that allowed Lottery players to compete for the high score. In addition, Lottery players who “liked” the New Jersey Lottery on Facebook were automatically entered into a second chance drawing for a complete merchandise pack from PopCap.com. The Lottery gave 10, second chance prizes per week for 10 weeks. The drawings and fulfillment were facilitated by GTECH Printing. The Lottery saw an immediate increase in its Facebook fans, nearly 200,000 games of Bejeweled were played on the tournament site, and more than 140,000 entries were received.
The Three Stooges® Instant Ticket Launch Event
The Massachusetts Lottery celebrated the launch of their $2.00 The Three Stooges instant ticket with some VIP guests – Moe, Larry, and Curly! The Three Stooges® impersonators visited prominent Massachusetts Lottery retailers to introduce the new instant game, creating excitement and buzz around the property. There were many great prizes given away and thousands of Three Stooges® tickets were purchased. Paul Sternberg, Executive Director of the MSLC commented on the early success of The Three Stooges tickets saying, “Based on ticket validations, Stooges is off to a fantastic start and ranks as one of the best $2 tickets in several years.” The Lottery promoted the event using Point-of-Sale (POS) signage at retail and by posting the event schedule on its Website, Twitter, and Facebook pages.
New Hampshire Lottery
The Three Stooges® Movie Premiere
The New Hampshire Lottery hosted a private screening for the new Three Stooges® The Movie to celebrate the launch of its $3 The Three Stooges® instant tickets. Retailers from around the state were invited to view the movie the day before it was released! The Lottery sent out VIP admission tickets as invitations and filled the theater with Three Stooges signage, standees, and blow ups.
The Three Stooges ticket sold so well that the Lottery placed an exact re-order just 3 weeks after the ticket launched!
Rhode Island Lottery
The Three Stooges® Movie Promotion
The Rhode Island Lottery (RILOT) players got “Moe” for their money at the Lottery’s Three Stooges® instant ticket promotional event. The RILOT launched its $2 Three Stooges® instant game on March 23, 2012. With the tickets off to a great start, the Lottery decided to run a Three Stooges promotion to keep up the great momentum. The Lottery asked GTECH Printing to provide 50 Showcase Cinemas gift cards valued at $50 each to give away to RILOT VIP members who purchased 10 Three Stooges® instant tickets at the Lottery Headquarters. The Lottery staff showed up to work on April 20th to find a line at the door of eager Lottery customers ready to buy Three Stooges® instant tickets in exchange for the gift cards. The promotion was hugely successful and the Lottery sold out of the gift cards in minutes! GTECH Printing stepped in immediately to offer the Lottery an additional 50 gift cards so that everyone in line could receive one. The results of the promotion were 277 happy Rhode Island Lottery VIPs and $5,552 in Three Stooges® ticket sales for the Lottery!
This event was only promoted through an email to Rhode Island Lottery VIPs and posted on the VIP homepage. The Lottery also sent out a teaser message on Facebook and Twitter encouraging people to join the VIP Club to find out about the promotion. From the time the posts went out on Thursday at 1:00 pm until the office closed on Friday, more than 50 new members had joined the VIP Club.
Melissa Junhowski from the Rhode Island Lottery stated, "This was the largest turnout we've ever seen for a VIP-only promotion, proving to be more successful than we anticipated!" GTECH Printing was “soitenly” happy to help the Lottery host a successful promotion around the popular Three Stooges instant ticket!
The Three Stooges® Movie Premiere
To celebrate the launch of its instant tickets and the release of the highly anticipated flick, The Three Stooges® - The Movie, the Georgia Lottery developed a VIP red carpet event that was nothing short of grand. Hundreds of lucky Georgians were invited to one of four exclusive private screenings prior to the film’s national release. Guests were encouraged to come dressed as their favorite Stooge and prizes were given to the best look alike! Local celebrity radio DJs doubled as hosts, entertaining attendees and testing them on their Stooges knowledge with trivia questions. Free concessions and swag bags were also given out. The Lottery put together a large marketing push to promote the event, including an in-theatre advertising spot, radio spots, Website banner advertising, and POS materials. The Stooges themselves would be impressed with the Georgia Lottery’s promotion, as it offered players MOE money and MOE fun!
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Win a Trip to Caesars® Palace
The Missouri Lottery printed two million Caesars instant tickets in February of 2012. The game was accompanied by POS material and a mass-marketing and promotions campaign. The game included 25 instant-win prizes for a VIP trip for two to Caesars Palace, Las Vegas. GTECH Printing handled all trip details and fulfillment. The feedback that the Lottery received in the first few weeks of the ticket launch was so positive that they reprinted the tickets in April 2012, adding 25 instant-win prizes!
Missouri Lottery Executive Director, May Scheve Reardon said, “The Caesars brand translates extremely well with our core lottery players and the instant win adds a lot of value and appeal to the ticket. We are very pleased by the response the ticket has received and we look forward to continued success with the Caesars brand.”
New Mexico Lottery
Plants vs. Zombies® Invade New Mexico
The New Mexico Lottery Corporation wanted to invade its retail locations with Plants vs. Zombies marketing collateral and signage to promote the new $3 Plants vs. Zombies instant ticket. The Lottery developed POS window clings, animated Web advertising, pavement clings to surround retail stores, animated player advertising displays, and magnets for Lottery Sales Representatives’ vehicles. The Lottery also developed a hilarious :60 radio spot that ran on 39 different stations. Radio DJs cued players to call in and answer Plants vs. Zombies trivia questions, and the first caller with the correct answer won 5 Plants vs. Zombies Scratchers and a Plants vs. Zombies T-shirt. This ticket was truly a player favorite!
Plants vs. Zombies® - Walk
The 7th annual Richmond, Virginia, Zombie Walk took place in late October, and the Virginia Lottery was there promoting its Plants vs. Zombies instant game. The Virginia Lottery Corporation launched nearly two million $1 Plants vs. Zombies instant tickets in early October 2011. GTECH Printing provided the Lottery with coupons valid for one free downloadable PopCap game. These coupons were handed out to participants at the well-attended Zombie Walk where the Lottery also hosted a contest for the best Plants vs. Zombies-themed costume! The winners received a complete pack of all 48 PopCap games, valued at more than $900!
Rhode Island Lottery
The Rhode Island Lottery developed a $5 Patriots instant ticket with unbelievable second chance wining opportunities! Players could enter any non-winning Patriots instant ticket on the Patriots second chance Website or via U.S. Mail to win a variety of Patriots ticket packages for the 2012 season! In addition to hosting the five second chance drawings, GTECH Printing developed and managed the second chance Website.
The Lottery awarded a total of 150 VIP ticket packages, 150 Patriots Game Ticket Packages, 40 2012 Patriots Season Ticket Packages, and one $100,000 cash prize! This ticket was a true champion in Rhode Island.
$1,000,000 Silver & Gold
The Connecticut Lottery launched their $1,000,000 Silver & Gold instant ticket in May 2010. GTECH Printing was responsible for developing the second chance promotional Website and hosting the second chance drawings, which included a final drawing of $1 million! Players could submit their non-winning $1,000,000 Silver & Gold tickets via U.S. Mail or via the second chance promotional Website to be entered into one of four drawings. The prizes ranged from $200 to $1,000,000! A total of 165 prizes were awarded worth more than $1.2 million!
$500,000 Cash Bonanza
The Connecticut Lottery took a popular cash-themed ticket – $500,000 Cash Bonanza – and created an irresistible second chance promotion to support it. GTECH Printing developed and hosted the second chance Website and conducted the second chance drawings associated with the game. Players could submit their non-winning $500,000 Cash Bonanza tickets via U.S. Mail or via the second chance promotional Website to be entered into one of four drawings. The Lottery awarded a total of 125 cash prizes, including two $1,000 cash prizes; 40, $500 cash prizes; 80, $200 cash prizes; one $5,000 cash prize; one $25,000 cash prize; and a final drawing of $500,000! The promotion was an absolute success with nearly 400,000 entries and 9,000 registrants from the second chance Website alone!*
*Mail-in entries not included in these numbers.
Ultimate Rock Star Party - Multi Jurisdictional
2009 - 2010
America’s greatest rock and roll band, Aerosmith, translated into one of the most rockin’ instant tickets to hit America in 2010. The Michigan, Oregon, New Mexico, Colorado, Rhode Island, Ohio, Montana, and Idaho lotteries all introduced Aerosmith instant tickets to their customers and developed a total comprehensive marketing program with fabulous merchandise and second chance winning opportunities! Each of the lotteries sent winners from their state to the Rock and Roll Hall of Fame in Cleveland, Ohio, on October 28, 2010, to attend an exclusive – Ultimate Rock Star Party hosted by GTECH Printing and Aerosmith band members Steven Tyler and Joey Kramer. GTECH Printing coordinated the entire event and arranged travel and logistics for the winners and their guests. Other prizes that lotteries included in their promotion were autographed Dirico Motorcycles, signed by Steven Tyler, and Aerosmith merchandise prize packs. The New Hampshire Lottery also ran an Aerosmith instant ticket in September of 2009, printing 1 million tickets and awarding custom Dirico motorcycles autographed by Steven Tyler. The Lottery supported the ticket with TV, radio, and POS advertising. GTECH Printing received many emails from winners after their experience at the party, Karie Oswalt a winner from Oregon wrote: “I still get tears in my eyes when looking back at that special night. I remember saying ‘these things just don’t happen to normal people like us... but it did! Everywhere we went we were greeted and taken care of by the outstanding employees from your company! What an INCREDIBLE memory of a lifetime!”
World Series of Poker®
2010 - 2011
The World Series of Poker® brand appeals to core lottery players and creates compelling lottery games and second chance promotions. In 2010 and 2011, eight North American lotteries launched World Series of Poker® instant tickets. The Idaho Lottery, the North Carolina Education Lottery, the Arizona Lottery, the Kansas Lottery, the Rhode Island Lottery, the Atlantic Lottery Corporation (ALC), and the British Columbia Lottery Corporation (BCLC) all ran the tickets and sent lucky second chance winners from their state to sit at the world famous Word Series of Poker® Main Event at the Rio Hotel in Las Vegas, Nevada – each seat is valued at $10,000! Winners joined more than 70,000 entrants competing for more than $180 million in prize money. ESPN’s cameras captured every minute of the intense competition for poker’s most prized possession – a WSOP bracelet. One winner from North Carolina made it through five days of the tournament placing 443rd and winning more than $30,000! La Française des Jeux (FDJ) also ran a World Series of Poker instant ticket and sent winners to a WSOP Tournament in Europe. In addition to the grand prize trip packages, many lotteries offered other second chance winning opportunities and World Series of Poker® Branded Merchandise Prize Packs. Included in the packs were items like branded poker chip sets, poker table tops, sunglasses, money clips, hats and watches. GTECH Printing developed and hosted the second chance drawing sites for the Arizona, North Carolina, and Rhode Island lotteries. We offered 100% turnkey support for the prize fulfillment, drawings, and travel arrangements for winners.