New Mexico Lottery | Best New Instant Game Dessert Second! (The Second-Chance Promotion) Of course – everyone loves dessert! We collaborated with Alchemy3 to offer a Collect ‘N Win (CNW) second-chance promotional site and prizes. Our goals were simple: • Provide a second-chance entry platform for non-winning Guy Fieri Flavortown Fortune! Scratchers; • Motivate sales with a chance for players to win $100 gift cards; • Motivate sales by featuring the chance to win $5,000, $10,000, or $500,000; and • Optimize player convenience and ease of entry. Together, we created a second-chance promotion for players to enter non-winning tickets for a chance to win $5,000, $10,000, or even a “tasty” $500,000. https://www.collectwin.com/nm-symbols-branch/app/index.html The entry site mirrors the point-of-sale materials and food theme with puffy turkey-leg clouds, a neon logo sign, fries, hotdogs, burgers, and stacks of cash. Additionally, it offers a “just for fun” Flavortown Match 3 game and chances to win $100 e-Gift cards. Two thousand gift cards will be awarded! The game was designed to play like the infamous game “Candy Crush” with images of fast-food icons aligned in a grid in the back of a food truck. For their chance to win, players enter their non-winning tickets at the Collect ‘N Win entry site. Then they are invited to play or skip the Flavortown Match 3 game. Once players complete the game (the score is just for fun) or choose to skip the game, they advance to the next screen that reveals how many entries they earned. When all symbols on the special Fortune Finder Chase Card are collected, the player automatically wins a $100 Tango Reward Link dining e-gift card. Nutritional Info (Prize Structure and Payout) PRIZE ODDS OF 1 IN: # of WINNERS $5 8.57 56,000 $10 13.33 36,000 $15 30.00 16,000 $20 30.00 16,000 $50 100.00 4,800 $100 1,500.00 320 $200 6,857.14 70 $1,000 80,000.00 6 $50,000 160,000.00 3 TOTAL 3.72 129,199 Price Point............................................................ $5 Game Tickets printed ..........................................480,000 tickets Payout .................................................................... 68.42% New Mexico Lottery | Best New Instant Game Hot off the Grill! (Marketing Creative & Strategy) Months before the game launched, and after we surveyed our players with the “tasty ticket” survey, we teased the announcement that a game would launch featuring a celebrity chef. We started in November with a cookbook contest – first inviting players to submit their recipes, then creating a cookbook just in time for the game’s announcement. At launch, the ad campaign embraced the brand, the tickets, and the HUGE $500,000 second-chance prize. Campaigns were themed around food and nostalgia – neon, fast food, and even a tabletop jukebox. The visual creative for the point-of-sale featured fried food, a chicken leg cloud, a Flavortown Scratchers neon sign, the tickets, cash, and a big call-out for the secondchance promotion. Since many of our listeners hear our ads in their cars, the radio creative played off people ‘in cars’ in a restaurant drive through. The spot includes sounds of wheels crunching on pavement and the driver is asked to order food. We even added some “local flavor” with a special of a “green chile cheeseburger.” Then, instead of ordering food, the driver orders Guy Fieri Flavortown Fortune! Scratchers! Listen to the spot here. The TV spot features a close-up of a burger and fries sitting beside a classic tabletop jukebox. The announcer asks if viewers are “hungry for fun.” Then, a French fry chooses a song on the jukebox. The song “Ice Cream Shuffle” begins to play as the announcer talks about the ticket. Once the second-chance promotion prize of $500,000 is announced, the fries “woo-hoo” and ‘jump’ out of the basket in excitement. Watch the spot here. A Foodie Jingle (Creation of the Ice Cream Shuffle Song) Notably, Lottery staff wrote and recorded “Ice Cream Shuffle” specifically for the TV spot. It all started with a NEED for a tabletop jukebox for the TV spot. The jukebox was customizable, so the Director of Advertising and Marketing, Wendy Ahlm, began creating song names with imaginary bands to display in the playlist. Naturally, this led to an idea. Wendy thought, “Wouldn’t it be fun to write one of these songs?” As she began to brainstorm this idea, she discovered that Darren Geffre, the Lottery’s Director of IT, is a two-time Grammy Award nominee. Wendy asked Darren if he’d be interested in writing a song. Darren said “yes!” and said “Ice Cream Shuffle” sounded like a delicious endeavor. Together they cowrote the tune. Darren recorded the song in his home studio – he sings the lyrics and plays the guitar on the song. Wendy integrated the song into the Guy Fieri Flavortown Fortune! Scratcher TV spot.
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