top of page

"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. 

bottom of page