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"Easy Is Good"
The Insight:
Playing the lottery can be intimidating for non-players. The retail environment, the transaction and the game mechanics are all bariers to entry for these potential customers.
The Plan:
Working with the ticket development department, I developed a free lottery ticket that drove trial amongst active non-players. Our ambassadors handed out these tickets at the beach, during sporting events and at concerts. Winning tickets were redeemed at Illinois Lottery Retailers at a surprisingly high rate.
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