New Mexico Lottery | Best New Instant Game Buffet (A Smorgasbord of Promotions) Get ready for an all-you-can-eat buffet! TV Interview: We began with a TV interview on the local broadcast of New Mexico Living. Wendy Ahlm, the Director of Advertising and Marketing, joined the show live to talk about the game, the second-chance promotion, and the Restaurant Codeword Promotion. Scan the QR code or click here to watch the interview. Social Media Promotions: Social media promotions included six weeks of promotions on Facebook and Instagram! They began ten days before the game launched with a “Can You Guess the Celebrity Chef?” contest. Almost 300 people threw their guesses in “the pot” and eight players (five on Facebook and three on Instagram) won Lottery Bucks and food-themed swag. This was the highest number of responses we have ever received for a social media contest, letting us know that the players were hungry for more! A weekly contest was held each week for the next five weeks asking, “Where is Guy Eating?” Images of beautiful locations throughout New Mexico were shown and players were asked to guess the picnic location. Players jumped at the chance to submit their guess, resulting in over 1,000 comments on social media. The New Mexico Lottery’s Facebook profile visits increased 28.8% over the previous six weeks and our followers increased 308%! And the Lottery’s Instagram profile visits increased 45.5% over the previous six weeks and our followers increased 36.7%. Radio Promotions: People love to talk about food. To celebrate the new Guy Fieri Flavortown Fortune! Scratchers, we thought it would be fun to hear what radio listeners’ favorite foods are. From March 18 -29, 2024, twenty-nine (29) stations played “Flavors of Fun!” with their listeners. Each day, Monday through Friday, callers would share their favorite food (or meal) with the DJ to win a Lottery prize pack that included a travel utensil set and $25 worth of Lottery Bucks. The Lottery received more than $60,000 in media value in exchange for $7,250 worth of Lottery Bucks plus $1,160 for the cost of the utensil sets. Scan the QR code or click here to listen to a clip. Launch Event: To generate player excitement, motivate sales, and create a winning experience for players, we held a “Launch Event” at the New Mexico Lottery Claims Center. The event was held on April 26, 2024, to coincide with the Lottery’s 28th Anniversary. New Mexico Lottery | Best New Instant Game Even the Lottery Claims Center joined in on the fun with a “Fake Food” Extravaganza. From March 5 - 28, 2024, players who purchased $10 in Guy Fieri Flavortown Fortune! Scratchers received an entry form. Entrants had the option to place their forms in one of five entry boxes, each themed with food items from the tickets (chicken, burgers, tacos, pizza, and hot dogs). After the entry period concluded, five players were drawn to win a Lottery prize pack. Prizes included a Lottery duffel bag, Coleman jug cooler, $50 in Lottery Bucks, a bottle of Guy Fieri BBQ sauce, a Lottery apron, a Guy Fieri cookbook, and a portable utensil set. Two local radio stations set up tents where they broadcasted live from the event. A local food truck set up for the event and we even awarded meal prizes from the food truck on the prize wheel. The party kicked off with Lottery Buck giveaways. Players began arriving and lining up for Lottery Bucks an hour before the event began. The first 28 players, age 18 and older, to arrive each received $25 worth of Lottery Bucks. All other players, age 18 and older, who came to the event received a $5 Lottery Buck. Plus, all attendees received a birthday snack bag of candy. The Lottery’s specially wrapped prize trolley vehicle was stocked with Lottery promotional items. Players who purchased $10 in any New Mexico Lottery game(s) during the event received one spin on the prize wheel. Prizes included T-shirts, game tickets for the local Isotopes baseball team, cutting boards, coolers, aprons, and a variety of other merchandise. Players who purchased a $5 Guy Fieri Flavortown Fortune! Scratcher received an entry form to play a live game called Flavortown Fun! The radio DJs joined in the fun by drawing entrant names and cohosting the game. Three lucky players were drawn every 30 minutes to play the game in front of the crowd. So, what game did they play? Each participant was gifted a duffel bag filled with candy, a 24x24-inch piece of white foam core with double-sided tape, and scissors. After the players opened their candy, they were shown an image that they had to replicate with their candy and were given 60 seconds to do it. The crowd cheered them on as Skittles and Twizzlers flew off the tables. Each player then got to pick a REAL egg and smash it in a skillet to see how many Lottery Bucks they won ($25, $50, $75, or $100 in Lottery Bucks.) Don’t worry – no one got ‘egg on their face!’ The eggs were blown out and the prize amounts were tucked inside to reveal the prizes. Even Cash Shark visited the event with a “swim-by” as he handed out prizes. Sales for this two-hour event were amazing. We sold $4,984 in tickets and more than 116 players attended. Attendees won lots of great prizes, and everyone had a great time. Watch a short recap of the event and game here. Special Swag: Hungry for stuff? We created a cornucopia of food-related premiums to promote the game! Premiums included travel cutlery sets, bamboo cutting boards, aprons, measuring spoon sets, cooler bags, sunglasses, and taco holders. New Mexico Lottery Claims Center Promotion:
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