Unveiling U.S. Lottery Methods for 2024 – La Fleur’s Lottery World


The panorama of promoting methods continues to evolve, with influencer campaigns rising as a power within the digital realm. This compilation unveils the methods, measurement metrics, and strategic rationales provided by numerous lotteries. From collaborations with regional influencers to explorations of product-specific messaging, lotteries are poised to leverage influencers to reinforce model consciousness and engagement.

Arizona Lottery

“Collaborations with regional influencers who embody what it means to be uniquely Arizonan have confirmed to be an efficient tactic for increasing attain past the model’s natural social media following. That is very true for bringing marketing campaign messaging to life.

“In 2024, the Arizona Lottery will proceed to develop priceless insights that may drive future activation alternatives throughout quite a lot of executions, together with:

  • Model Ambassadors to assist elevate general consciousness within the market and develop followers via brand-level storytelling
  • Marketing campaign Activations to encourage viewers participation, general engagement, and gross sales

Provides Again Efforts to assist inform actual tales in regards to the Lottery’s impression on its communities.”

—Imani Keith, Public Info Officer, Arizona Lottery

Connecticut Lottery Corp.

“No, now we have no plans at the moment. We ran 4 influencer campaigns in 2021 and 2022, to advertise our Vacation, Keno and our fiftieth anniversary campaigns. We had nice success with our numbers and efficiency metrics, but it surely was laborious to measure precise outcomes from the marketing campaign in regard to gross sales. We did generate some buzz as we contracted Grandma Droniak early on in her superstar profession for a number of of our campaigns – now, she is an web superstar with 2.3 million followers! We additionally had Joe Moravsky from American Ninja Warrior.”

—Linda Tarnowski, Director of Promoting, Connecticut Lottery Corp.

Florida Lottery

“Sure, we’re planning to proceed with influencer initiatives as we’ve seen success previously with our Training-focused initiatives. In 2024, we can be testing a product-specific message for the primary time with the X The Money marketing campaign the place we are going to leverage a longtime sports activities character with native ties to lift consciousness in regards to the new X The Money household of video games whereas additionally encouraging tune-in to the X The Money advert within the Tremendous Bowl. We’ll measure the success of this marketing campaign by taking a look at impressions, attain, whole engagements, and engagement fee.”

—Amber Seale, Deputy Secretary of Advertising, Florida Lottery

Hoosier Lottery

“We’re planning to proceed to leverage influencers. We’re all the time trying to evolve our influencer technique and establish new alternatives to interact the group. We prefer to establish companions that share in our sense of group, authenticity and tradition.

“In 2024, we are going to strengthen our collaboration with group micro-influencers throughout completely different curiosity areas (Life-style, Sports activities, Artwork, Music, Meals, Leisure) who authentically align with our model values. We’re seeing a considerable variety of youthful viewers members aged 18-24 have interaction with our model via these influencers.

“We measure success via numerous influencer and social metrics – impressions, attain, clicks, engagement, and so forth. We search for influencers which might be creating significant tales, assist foster a way of group and improve engagement and belief with the Hoosier Lottery.”

—Brittany D’Haenens, Senior Director of Advertising, Hoosier Lottery

Illinois Lottery

“No plans to run an influencer marketing campaign in 2024.”

—Nicole Schaefer, Media Supervisor, Illinois Lottery

Kentucky Lottery Corp.

“Sure, we plan to run paid influencer campaigns for a number of product classes in 2024 with further natural influencer partnerships to help smaller initiatives year-round.

“Measurement Ways:

  • For eCommerce merchandise, now we have been capable of leverage our present meta pixel and evaluate to our ongoing paid social content material.
  • We even have used spaceback items previously to leverage these influencer belongings in different placements resembling show.
  • For retail-only merchandise, we glance principally at engagement and person sentiment in response to those campaigns.

Extra giveaway promotions tailor-made to every influencer have allowed us to seize lead information and measure the effectiveness of particular person influencer’s content material and enchantment.”

—Edie Frakes, Vice President of Advertising, Kentucky Lottery Corp.

Maryland Lottery

“Whereas influencer advertising and marketing is one thing now we have thought-about previously and one thing we would definitely be open to sooner or later, we presently shouldn’t have plans to pursue influencer advertising and marketing in 2024.”

—Barbara Jones-Frederick, Senior Promoting Supervisor, Maryland Lottery

Minnesota Lottery

“We use influencers as a tactic to help a majority of our campaigns and this technique will proceed in 2024. It’s a good way to achieve new audiences with an genuine voice and viewpoint. We use quite a lot of KPIs to measure influencers’ outcomes together with attain, engagement, and views.”

—Vicki Holets, Dir., Gross sales & Advertising, Minnesota Lottery

Missouri Lottery

“No, I presently have our promoting company performing some analysis and offering us with a point-of-view on using influencers.”

—Rhonda Fehr, Promoting Supervisor, Missouri Lottery

New Hampshire Lottery

“We not too long ago labored with a neighborhood, well-known New Hampshire artist from a percussion band. Loves our product, likes to gamble, has an unbelievable following right here in New Hampshire, large character, tons—and I imply, tons—of vitality, nice man but I had one severe request in the course of the Fb Reside promos we engaged with him in – PLEASE, watch your language. He swears, swears loads, simply a part of his vernacular and though we’re okay with some, to not the extent he delivers and when subsequently reminded, you’ll be able to see him attempting to carry again on our behalf and ultimately, it’s not his model or picture to have that restraint positioned on him. So via the remainder of the yr, we’ll regroup and provides this extra thought. Most influencers have attain properly past the state of New Hampshire and since our focus is strictly, in state, we do query the worth. Though we do have some severe expertise from New Hampshire to faucet – Adam Sandler, Sarah Silverman, Seth Myers, Triple H (Paul Levesque), Mandy Moore, Steven Tyler from Arrowsmith, and so forth.”

—Maura McCann, Director of Advertising, New Hampshire Lottery

New Mexico Lottery

“We shouldn’t have an influencer marketing campaign deliberate for this fiscal yr in New Mexico. In December, we carried out an promoting survey and most of our respondents don’t observe influencers (83%) along with 8% reporting not understanding what a social influencer was, and solely 9% reported following any influencers. These numbers point out it isn’t time to leap in on influencer promoting at the moment.”

—Wendy Ahlm, Dir. of Promoting & Advertising, New Mexico Lottery

Ohio Lottery

“We’re utilizing Influencers for our Hold It Enjoyable Ohio accountable playing marketing campaign. We’ve a mixture of sports-related personalities and websites, and up-and-coming regional entertainers. We’ve been utilizing Sir Yacht for the final two years, and he was not too long ago featured on ABC Information for his wide-reaching, partaking content material. With the rollout of sports activities betting, micro-influencers assist remind their audiences that playing must be a enjoyable, secure exercise.”

—Tom Ackerman, Deputy Director, Workplace of Advertising, Ohio Lottery

Oklahoma Lottery

“We’ve begun planning the launch of a dynamic creator marketing campaign in 2024. Our strategy is to dive deep into the creator panorama, figuring out these influencers who will not be simply well-liked however really align with our mission and values and showcase the enjoyable and entertaining worth of the Oklahoma Lottery. We’re exploring revolutionary methods to interact with our viewers via these influencers. The marketing campaign’s effectiveness can be measured by a mixture of conventional and novel metrics, making certain we seize the total extent of our model’s growth and viewers engagement.

“Our influencer program will give attention to core tenants of our strategic advertising and marketing plan, together with product promotion, constructive model sentiment and discover new experiential ways that leverage influencers and their distinctive skill to attach with their viewers on-line and in particular person. We can be measuring various metrics, however overarching advertising and marketing targets in 2024 are to extend social media followers, improve social media engagement and monitor OK Lottery app downloads/utilization.”

—Abby Morgan, Director, Advertising & Product Improvement, Oklahoma Lottery

Oregon Lottery

“We’ve dabbled in some influencer and micro-influencer collaborations over time (particularly with our sports activities betting product) however haven’t discovered a fantastic match with somebody who has an Oregon-focused viewers that aligns properly with our merchandise/model over a extra lasting enterprise relationship. So, whereas we’re all the time searching for new and higher methods to amplify our model initiatives, now we have no rapid plans for any influencer parts in 2024.”

—Shad Barnes, Senior Supervisor, Digital Advertising, Oregon Lottery

Pennsylvania Lottery

“Sure, we can be planning a 2024 marketing campaign for our Vacation Influencers. This marketing campaign can be measured via impressions, attain & engagement. We challenged our influencers in our 2023 marketing campaign with a particular theme, ‘Have fun Like You Imply It’ the place we requested them to indicate us, via their ideas, how that will come to life inside their model. Every influencer created 1-2 Instagram feed posts and/or 2-4 story posts. We boosted the influencers’ content material as properly for 30 days. In whole, we labored with 12 influencers. (Connected embrace pictures of our Influencer Content material).”

—Kelly Cortez, Director of Advertising, Pennsylvania Lottery

South Carolina Training Lottery (SCEL)

“No influencer marketing campaign for us.”

—Josh Whiteside, Director of Advertising, SCEL

Texas Lottery

“No, not in FY 2024, nevertheless, the Texas Lottery is contemplating influencer help/applications as a part of our scratch ticket packages for subsequent fiscal, FY 2025. As we think about advertising and marketing help packages, influencer applications are shifting up the checklist. They will convey authenticity to your message and assist amplify profitable experiences in a shareable approach.”

—Andrew Leeper, Model Technique Coordinator, Texas Lottery

Virginia Lottery

“Nearly all of our top-level, state-wide campaigns contain influencers. Our media company, Two Tango, works with a vendor referred to as Pop Shorts to overview a choice of relevant accounts which we slender down after which present content material for his or her movies and posts. Typically, that is for product campaigns, so the influencers file themselves partaking with the product whereas producing content material particular to their channel. As an illustration, a how-to video on the best way to costume to exit nation line dancing whereas speaking about and exhibiting the Luke Combs video games. We usually use influencers in 3-5 campaigns a yr.”

—Lindsay Yowell, Model & Promoting Supervisor, Virginia Lottery

Washington’s Lottery

“We’re excited to start out exploring influencers this yr with our Division of Creativeness Marketing campaign. We hope that by creating extra pure feeling content material we will proceed to enchantment to a wider vary and extra various viewers inside our youthful demographic. The general hope being that we are going to improve engagement in each step of our buyer’s expertise with us.”

—Randy Warick, Assistant Advertising Director, Washington’s Lottery

West Virginia Lottery

“We shouldn’t have any influencer campaigns deliberate at the moment.”

—Danielle Snidow, Deputy Director, Advertising & Sara Harpold, Promoting Supervisor, West Virginia Lottery

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