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Missouri Lottery Generates $22M

by Creating "Second Chance of a Lifetime" Prizes

State lottery partners with Imagine Experience to refresh seasonal promotions for increased player engagement and ROI.

Challenges:

  • The Missouri Lottery aimed to repackage the way it awarded prizes and promotions for Scratchers and Draw Games.

  • Participants were encouraged to submit non-winning game tickets for a chance to win several prizes across many tiers, from low-level cash prizes to once-in-a-lifetime experiences.

Solution

  • Imagine created signature experiences for the grand prizes, providing the marketing focus for the entire promotion.

Results:

  • Incremental profit of over $22mm realized on spend of only $220k for 6 total experiences.

The Missouri Lottery had a second chance promotional series for scratch games. The promotions engaged players by allowing them to submit non-winning game tickets for a chance to win several prizes across many tiers, from low-level cash prizes to once-in-a-lifetime experiences. Imagine created unique experiences for the grand prizes, providing the marketing focus for the entire promotion.

The first promotion was Holiday Chill Out, a winter-themed campaign that aimed to provide an added value for lottery players. The Chill Out offer included the chance to win a world-class retreat experience in a warm climate destination. The selected winners were able to embark on tailored excursions and Mexican Independence Day celebrations in Los Cabos, Mexico, as well as an exhilarating climb of Half Dome at Yosemite National Park coupled with luxury spa treatments in the Sierra Nevada Mountains.

The second promotion was Summer Sportscation, a campaign that increased overall sales during the summer months by maintaining player interest in the lottery. The winners were able to select from six incredible options that included roundtrip airfare, ground transportation, and luxury hotel stays around premiere sporting events. Iconic Sportscation experiences included an immersive Super Bowl experience, living like a pro surfer in North Shore, Hawaii, VIP access to the Vegas Stock Car Race, lift passes and ski lessons in Chamonix, France, a privately guided tour of Edinburgh and golf lessons in Fife, Scotland, and all-star hospitality access to Miami’s Mid-Season Classic.

By refreshing the way Missouri Lottery awarded prizes, Imagine successfully revamped the promotional strategy and increased sales and incremental profit.

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