New Mexico Lottery | Best New Instant Game Lunch Specials (The Restaurant Codeword Promotion) The Guy Fieri Flavortown Fortune! Scratchers presented a perfect opportunity to reach a broad new audience of people who love to dine out. But how could we reach new audiences in non-lottery-selling spaces with nontraditional advertising? This guerrilla-marketing program did just that with a first-of-its-kind promotion for the Lottery’s player promotional platform, the Promo Zone. New Mexico restaurants were invited to participate through email, social media, two invitations during a local TV show called New Mexico Living (watch here and here), and with an invitaton through the New Mexico Restaurant Association. For each participating restaurant, we created signage that displayed a Codeword unique to that business. Patrons, age 18 and older, then entered the Codeword at the Promo Zone for a chance to win a $100 gift card to that restaurant. We awarded three winners for each participating restaurant. In return for posting Restaurant Codeword Promotion signage in their store, the Lottery purchased $100 gift certificates from each participating restaurant, provided signage for their store about the promotion, held the drawings, award winner prizes, and promoted the restaurant name and location on a participant page at the Lottery’s website. New Mexico is a small, rural state, and prides itself in promoting local businesses. This promotion allowed us to give back to small business owners through the purchase of restaurant gift cards, connect Guy’s fans in local community restaurants, and market the Guy Fieri Flavortown Fortune! Scratcher in locations where the Lottery does not have a presence. The promotions took place March 5 through April 30, 2024. Starters (The Plan) Guy Fieri Flavortown Fortune! tickets launched March 5, 2024. The game was promoted with all available media, including: • :30 Radio media (traditional and streaming) • :30 TV spots (traditional and CTV) • Digital media (display ads) • Outdoor digital billboards • A press release • A live interview to talk about the Scratcher, second-chance promotion, and the Restaurant Codeword Promotion on the New Mexico Living TV Show • POS in Lottery retail stores • Social media posts and stories for Facebook and Instagram • Player advertising display spot played in all Lottery retail locations We also reached new audiences by promoting the game in New Mexico restaurants with the Restaurant Codeword Promotion. New Mexico Lottery | Best New Instant Game Home Cooking (The Lottery Favorites Cookbook Competition) To tease the ticket, we created a food-themed promotion called the Lottery Favorites Cookbook Competition. Our goals were: • Tease and introduce the Guy Fieri Flavortown Fortune! Scratchers; • Build player excitement about the forthcoming Scratcher; • Offer an opportunity for New Mexicans to win prizes; • Create a food-themed product that we could offer for free; • Reach a new audience including non-players; and • Build the New Mexico Lottery’s reputation of creating fun opportunities. The Lottery Favorites Cookbook Competition launched November 20, 2023, right at a time when everyone was thinking about holiday meals. New Mexicans, age 18 and older, were invited to submit their original recipe at nmlottery.com for a chance to win prizes and be featured in the Lottery Favorites Cookbook. Entrants included reasoning for why the recipe was unique. Entrants confirmed their recipe was not anyone else’s published recipe and granted the Lottery permission to use it in our recipe book. The Cookbook was announced on the Lottery’s website, the players club, on social media, in player emails, and a local TV program, New Mexico Living. Watch Here. Episode 1: A Special Message Episode 2: Favorite Ingredient Episode 3: A Unique Recipe Of course, our very own celebrity chef, Cash Shark, joined the party with his own special show, created specifically to promote the Cookbook Competition. The show was named “Cash Shark in the Kitchen” and featured a “season” of three episodes. One hundred and thirty-seven recipes/entries were received and were reviewed to narrow the book down to sixty-three winners. Sixty recipe submissions (“Tasty Favorites”) each won 50 Lottery Bucks (promotional freeplay coupons), received an apron, and were featured in the cookbook. And three “Best of the Recipes” entrants won $1,000 prizes for their winning recipes. Even Cash Shark had a vote, so we added an extra “sharky” category to the cookbook: Cash Shark’s Favorites! Check out the recipe book and you’ll understand the need for this extrasharky section. The final Lottery Favorites Cookbook is currently available as a free digital download, available at the Lottery’s website here.
RkJQdWJsaXNoZXIy NTg4MTM=