Think Big, Create Big

May 26, 2010

After just four months of planning and execution Northlich launched a massive integrated campaign to promote the arrival of Powerball in Ohio, driven by the insight that Ohioans want more chances to win it really big. We swung for the fences with a strategy different than most states (launch Powerball as its own unique entity rather than cross-promoting with Mega Millions) and some risky creative (the TV was filmed in a public area and we only had one take to get our shots).

It looks like the big thinking has paid off as initial sales results have been phenomenal – no doubt aided by a $212 million dollar jackpot the opening weekend of sales. The integrated campaign featuring Powerball characters can be seen on TV, digital OOH, wallscapes, banner ads, a dedicated microsite, and tons of retail POS. We also conducted a state-wide flash mob tour the day before tickets went on sale to help drive awareness, consumer engagement and media coverage.  The team hit up nine cities across the state popping up on college campuses, at sporting events and key retailer locations.

Click here to check out some coverage of Northlich and the Ohio Lottery’s efforts in a profile of the Powerball launch in Lottery Insights May issue.

posted by Northlich May 26, 2010 in blog, news

comments

I am Amazed says: June 1, 2010 at 10:07 pm The insight is that people (Ohioans) like more chances to win really big? Wow, how did you guys uncover that one? Reply