SCRATCHER “Serving up Fun since 1996” Guy Fieri Flavortown Fortune! Food has a place in everyone’s life. After all, everybody’s got to eat. New Mexico is no stranger to food favorites. For years the New Mexico Lottery has featured chiles on Lottery games, a beloved staple here in New Mexico. We even have an official state question about the chile: “Red or Green?” Meanwhile, cooking shows, baking shows, eating shows, and diner themes abound in the video-content stratosphere. One such popular foodie, Guy Fieri, has visited New Mexico numerous times to feature favorite places and beloved meals. This licensed property was so yummy we thought our players would think it was irresistible! Best New Instant Game New Mexico Lottery | Best New Instant Game Breakfast (Target Market) We were hungry for fun and gut instinct told us Guy Fieri would be a great match. But we wanted to make sure it was a tasty selection for our players. So, in June 2023, we conducted a one-week long “Tasty Ticket Survey” that was promoted via our player’s club, on nmlottery.com, and on social media. We received 1,649 responses and Guy Fieri proved to be a popular, well-known figure. In fact, 84% of respondents had heard of Guy Fieri. We also learned: • Respondents watch food-themed TV shows............................................................................... Nearly 70% • Respondents (the highest response) watch Diners, Drive-Ins and Dives ................................................ 73% • Respondents like to cook ...................................................................................................... More than 65% Our target market for an instant game based on our research findings included: • People who love food, food-themed TV shows, cooking, and eating out? ..............................................YES • People familiar with and/or are fans of Guy Fieri? ...................................................................................YES • Players interested in winning a very large second-chance prize (up to $500,000)? ................................YES Having confirmed a significant number of our players were familiar with Guy Fieri, we cooked up clear goals, including: • Create a food-themed game that current and nonplayers would identify with; • Leverage Guy Fieri’s popularity by featuring his brand on an instant game; • Motivate sales by offering an opportunity for a chance to win up to $500,000; • Create additional winning opportunities for players; • Create unique advertising opportunities at local businesses, specifically restaurants; • Promote local New Mexico businesses; • Increase communication opportunities with players; and • Introduce a game that would index above 100. À la Carte (Goals) Appetizers (About the Game, Launch Date) Guy Fieri Flavortown Fortune! Scratchers launched March 5, 2024, and featured prizes up to $50,000. There were two scenes, each featuring Guy Fieri, Flavortown, food, and money. The tickets leveraged the Guy Fieri brand by featuring Guy Fieri on the front of both ticket scenes and including his name and his created town name “Flavortown” in the game name. We added “Fortune” to remind players about the cash prizes in the game. One scene emphasized barbeque, and the other scene featured takeout favorites and even included a little shout-out to New Mexico with a hot air balloon in the image. Play areas were covered with cash graphics and fried food icons that were also used on the Play Cards in the Collect ‘N Win secondchance promotion. A special call-out was shown prominently on the front, under the ticket name, to promote the second-chance promotion with a chance to win $500,000.
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