This year, we’ve driven state lottery marketing messages for Virginia, Indiana, Maryland and North Carolina. Our mobile billboards engage audiences nearby c-stores and other points of retail to increase immediate sales. This media formats offers coverage to 18+ in specific locations throughout a market. Driving messaging at events and high traffic areas, a mobile billboard boosts ticket awareness and motivates purchase.
The Virginia Lottery activated multiple mobile billboards this summer in Norfolk, Richmond and Northern Virginia towns, including Arlington and Woodbridge. The creative encouraged state residents to “get in on the adventure” by taking a chance on the promotional Ford Expedition Plus $100K Scratcher. In addition to the first place winners, each non-winning ticket included a second chance code to be entered into the 2nd Chance Drawing. Winners receive a new Ford Expedition Platinum Edition and $100,000 cash.
The mobile billboard campaign drove the VA Lottery marketing messages in key locations, as well as other high traffic areas:
- Potomac Nationals, Richmond Squirrels and Norfolk Tides baseball games
- Community festivals, including multiple 4th of July events
- Popular beaches
- Museum districts
In Indiana, the Hoosier Lottery used a mobile billboard to reach PopCon attendees in Indianapolis. The lottery was one of the pop culture event’s sponsors. For additional sponsorship activation, the mobile billboard stayed within very close proximity to the Indiana Convention Center during PopCon’s show hours.
The mobile billboard creative promoted the $2 THE WIZARD OF OZ™ scratch-off ticket. A great tie-in to this pop culture audience! This game gave players the chance to instantly win up to $20,000. What’s more, the ticket was a collector’s series with designs featuring six iconic scenes from the movie. This lottery marketing promotion also featured a 2nd Chance Drawing.
A mobile billboard enhanced the Hoosier Lottery’s sponsorship, providing additional coverage surrounding the pop culture content.
The Maryland Lottery wanted to reach females for its Marilyn Monroe™ scratch-off. This Lady Luck drawing featured a top prize of $10,000, plus a spa getaway for two to New York City. The game also featured $5,000 second-chance cash prizes. The promotional messaging enticed women who wanted to “Live Like Marilyn” for a weekend.
To reach the key audience for this campaign, the mobile billboard provided coverage near female-dominated places, such as:
- Nail and hair salons
- Spa locations
- Certain markets and grocers
- Beauty and makeup stores
- Relevant eateries, bistros and bakeries
Because Keno is played at bars and restaurants, that’s where the mobile billboard drove its messaging for North Carolina! The mobile billboard activated weekends in January and February in three markets: Greensboro, Charlotte and Raleigh.
Carolina Keno, by the North Carolina Education Lottery, is a companion game available to play at pubs, restaurants and convenience stores. For $1, players get a chance at winning prizes every five minutes. And every five minutes, players know if they’ve won or not and can decide to keep playing for as long as they want. It offers fast-paced, nonstop thrills.
Because Keno was new in North Carolina, the mobile billboard helped to raise awareness for the game – and did so near the point of purchase.
If you have a lottery marketing message you’d like driven through your state, let’s get started!