Kara Sparks, Director of Merchandise, Pennsylvania Lottery
After a lot anticipation, we put a bit “pop” into day-after-day and launched CASH POP™ on November 18, 2025. Pennsylvania was the seventeenth lottery to launch this recreation, and it’s producing roughly $750,000 in weekly gross sales, with FYTD gross sales of over $10.5 million.
CASH POP™ is drawn 4 instances per day and provided at $1, $2, $5, $10, and $20 play choices. We had been the primary lottery to launch the sport with a $20 play quantity.
Advertising for CASH POP™ was heavy and targeted totally on instructing gamers about this new draw recreation and producing pleasure. Digital advertising and marketing parts for the “Coming Quickly” marketing campaign included multi-channel announcement pages (web site, Official Cell App, VIP Dashboard, MMS textual content advertising and marketing, social posts, and internet browser push) that directed gamers to the CASH POP™ “Coming Quickly” touchdown web page.
Starting 5 days earlier than launch, the web site and Official Cell App featured a countdown intercept. As well as, a number of giveaways had been deliberate main as much as the launch. An electronic mail giveaway to our VIP Gamers Membership members launched in week one of many “Coming Quickly” marketing campaign, providing VIP members an unique first take a look at the brand new recreation. An Instagram giveaway launched in week two of the marketing campaign to generate consciousness and pleasure amongst a unique viewers and encourage early adoption of the brand new recreation.
Conventional paid advertising and marketing included digital out of dwelling, level of sale, join/streaming TV, YouTube, and Environment TV in bars and eating places. We additionally launched a statewide promotion for 3 weeks to drive trial amongst present Lottery gamers. The promotional provide was to purchase a $1 PICK 3 ticket, and each twenty fifth participant acquired a free $5 CASH POP™ ticket (5 POPs at $1 per POP).
Kelly Cortez, Director of Advertising, Pennsylvania Lottery
For the Millionaire for Life recreation, from a paid advertising and marketing perspective, the majority of our spend shall be on social media, with help from our statewide digital out-of-home boards and in-store point-of-sale (POS). The POS focuses on a transaction topper on the register or self-service merchandising machine and features a poster highlighting our launch promotion.
The launch promotion is a BOGO provide that can run from March 9-15 to drive trial of the brand new recreation. Our district gross sales representatives may also have entry to free-play coupons they will use on-site at any time to help this new recreation launch.
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