CASE STUDY
Wisconsin Lottery
CHALLENGE
How do you strike the balance between educating the public about a particular Lottery game while not over-promising that players would be awash in millions of dollars? That’s the challenge that Hoffman York has had with the Wisconsin Lottery for nearly 30 years.
SOLUTION
To be successful, first you have to get consumer’s attention. Only then will you have an opportunity to educate them. Hoffman York’s recipe for success includes:
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Engaging and eye-catching TV ads as well as clever radio spots.
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Partnerships with popular Wisconsin sports teams.
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Seasonal messages of clever holiday gifting and new game introductions.
We’re also proud to have one of the longest-running, most successful tenures of any ad agency/lottery relationship in the country.
RO!
When the Wisconsin Lottery is successful there are several winners. Since 1988, the Wisconsin Lottery has generated more than $15.3 billion in total revenue. More than 93% of that revenue has gone back to winners, retailers and Wisconsin homeowners.
Hoffman York has helped the Wisconsin Lottery to stay true to its mission of achieving year-to-year profits, with unquestionable integrity and security all while maintaining a high degree of social responsibility.
0
Billion⌃
In Property Tax Relief
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Million⌃
In Retailer Compensation
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Billion⌃
In Prizes
APPROACH
INSTANT GAMES
The Wisconsin Lottery offers approximately 75 new instant scratch games per year, but not all are part of our media mix. On average, we get the word out on 10 to 12 games per year. Some are new, some are seasonal and some are sports-themed.
HOLIDAY-THEMED SCRATCH GAMES
Each year, the Wisconsin Lottery releases holiday-themed scratch games for easy gifting. This “Mele-Kalikimaka” inspired spot was a Mercury Radio Awards finalist.
LOTTO GAMES
The Wisconsin Lottery offers eight lotto games, including six Wisconsin only games and the multi-state Powerball and Mega Millions games. Wisconsin continues to be home to some of the big winners, with numerous $100 million + winning tickets being sold in the state.
Midday Draw “Two-Opp”
The Wisconsin Lottery was adding a midday draw to three established lotto games—Pick 3, Pick 4, and All or Nothing. This message could’ve been complicated and confusing to convey. That’s why we chose to sing it!
SPORTS SPONSORSHIPS
Hoffman York has developed strong multi-year relationships with the Green Bay Packers, the Milwaukee Bucks and the Milwaukee Brewers and have successfully curated meaningful sponsorships that provide value through strong brand alignment.
Packers Instant Scratch Games & Bonus Drawing
For the Green Bay Packers partnership, we feature the limited edition Packers instant scratch tickets as they become elements of a game-day experience for viewers in this groovy, upbeat television spot.
Wisconsin’s Megabucks
Megabucks is a lotto game available only in Wisconsin. To celebrate this unique local flavor, Megabucks sponsors the Bucks starting lineup and stats leaders. These features offer custom integration throughout the game from start to finish through exposures both in-stadium and on digital channels.
There’s No Ball Like a Powerball
For the annual Milwaukee Brewers partnership we connect the biggest moment in baseball — the home run — to the biggest moment in lotto games — the Powerball. This print ad was an award finalist in the annual lottery-industry awards show.
