Public Gaming Magazine Sept/Oct 2021

22 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2021 “We are adding both micro and larger influencers to our proceeds influencer campaign every week,” said Meghan Dougherty, Colorado Lottery communications manager. “Influencers range from 30,000 followers to over one million, and it’s helping us reach a younger, non-player outdoor audience to share the message of how the Colorado Lottery supports the outdoors and the places Coloradans play.” For the Nebraska Lottery, as COVID-19 played havoc with its scheduled promotions, the marketing group quickly pivoted to other methods of reaching players. Leading the way was the Sizzling Summer Giveaway. Running from the end of June through July 30 in 2020, this Facebook promotion allowed players to enter to be selected as a Spin-n-Win virtual contestant. The response was so positive that the lottery added Awesome Autumn Giveaway (August-September 2020), Sensational Seasons Giveaway (October-December 2020), and Spring Fling Giveaway (March-May 2021). The Facebook Live broadcasts which supported each promotion were recorded live at the Nebraska Lottery headquarters in Lincoln. The hosts spin the wheel as proxies for the at-home contestants, ask trivia questions and present new lottery games and promotions. The interaction between the lottery and players takes place when players answer questions in the “comments” section of Facebook and the hosts answer live on air and announce winners. “These livestreams are fun to produce but they take a lot of work on our end,” said Neil Watson, Marketing and Communications Specialist at the Nebraska Lottery. “At a minimum, we have the hosts, a director drawing manager, props manager and comment moderator. But the engagement has continued to go up and we think Livestreams are here to stay. Even though we’re attending public events again, these events will continue, especially when our regular event schedule is lighter.” OHIO FOCUSES ON OLD FAVORITE He might be more than 40 years old, but PAC-MAN can still generate a high level of excitement. When he’s featured on lottery games, he can also sell tickets. This past June, the Ohio Lottery teamed with the famous arcade game icon for PAC- MAN’s Live Exrava-game-za!, a 30-minute interactive game show that was held on Facebook Live. The event featured more than $2,000 in prizes and over 70 winners announced in real time. “Everybody has a memory of PAC-MAN whether they played in an arcade or at home, and this event gives us the chance to draw on the nostalgia of the game to promote our new PAC-MAN Scratch-Off and EZPLAY Games in fun, interactive ways,” said Danielle Frizzi-Babb, Deputy Director, Communications. The metrics were impressive: - 5,000 average viewers throughout the show - 10,000 reactions - 100,000+ comments Tate Schneider, Marketing and Communications Specialist for the Nebraska Lottery (Left), and Chris Raff, Special Event Coordinator from IGT, spin the wheel during a Sensational Season Giveaway determine the prize for a virtual contestant. Screen shot of the Colorado Lottery’s Facebook page Social media is an incredible tool for brands but it’s an even more powerful tool for coming together as a community in times of crisis. Continued on page 49