Mvp spectacular all agency 8.17.11 v2

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Mvp spectacular all agency 8.17.11 v2

  1. 1. 1<br />Status Meeting<br />8.17.11<br />
  2. 2. 2<br />Cash Spectacular MVP – More Valuable Prizes! <br />Concept Overview:<br />2nd Chance Drawing<br /><ul><li>Participants can enter into a second chance drawing by submitting $10 in online or instant tickets by mail or online for a place at a regional shoot-out event.
  3. 3. Regional winners will win a top cash prize of $5,000 and a matching top prize of $5,000 cash for their public school district and a chance to participate in a draw for a chance to throw a $1 Million half-court shot at a major basketball game.
  4. 4. Regional events will also award a $1,000 cash prize for 2nd place with a matching $1,000 cash donation to their public school district as well as a 3rd place prize of $500 with a $500 matching prize for their public school district.</li></ul>Awareness Events<br /><ul><li>Awareness events at retail and festivals invite consumers who purchase $10 in any lottery product a chance to win prizes by shooting baskets at retail and state-wide events.
  5. 5. Consumers purchasing a $200,000,000 Cash Spectacular game will be given a 7-11-21 promotional ticket.</li></li></ul><li>3<br />Event Structure<br />1 Grand Prize Event <br />6 – Regional Events<br />Dates/Cities TBD<br />Random <br />Drawing<br />30+ - Awareness Events<br />2 - Media Events<br />2 - Media Events<br />December College Basketball Game <br />December <br />Evening Prior to Grand Prize Event<br />Sept 8th-October 23rd<br />Retail Locations and Events<br />Sept 2nd & 3rd – DuQuoin<br />Sept 7th – Chicago<br />November 11 – 13th<br />November 18 – 20th<br />Malls & High-Traffic Venues<br />Sept 2nd & 3rd – DuQuoin<br />Sept 7th – Chicago<br /><ul><li>The winner will throw a half-court shot for a chance at a $1 Million prize
  6. 6. Winner to receive trophy
  7. 7. Winner to be drawn randomly to participate in a shoot-out for a chance at $1 Million half-court shot the night prior to the college game</li></ul>Media Activities on September 2: <br /><ul><li>Primary celebrity appearance(s)
  8. 8. Media personality shoot-out competition
  9. 9. Trick shot performance
  10. 10. Begin Cash Spectacular MVP awareness promotion with consumers</li></ul>September 3<br /><ul><li>Cash Spectacular MVP awareness promotion with consumer continues
  11. 11. LSRs to determine viable retailer sites
  12. 12. LSRs and agency leads execute events
  13. 13. $10 purchase in Lottery games will allow for entry to shoot baskets for 30 seconds
  14. 14. Participants will receive a Koozie, Back-pack or Cash Spectacular commemorative T-shirt based on number of throws
  15. 15. With Cash Spectacular ticket purchase receive a 7-11-21 promotional ticket</li></ul>6 DMAs – 25 Participants Each: <br /><ul><li>Chicago
  16. 16. Chicago Suburb
  17. 17. Rockford
  18. 18. Moline
  19. 19. Springfield
  20. 20. Metro East
  21. 21. 24 participants from each of the regional areas are drawn from online and mail-in entries to participate.
  22. 22. Random drawing for 1 additional participant at Regional event
  23. 23. Participants throw free throws for :30, top scores win a place in the finals</li></li></ul><li>4<br />Prize Structure<br /><ul><li>Winner to be drawn to participate in a shoot-out for the chance to throw a $1 Million half-court shot the night prior to the college game</li></ul>Grand Prize Event<br />$1 Million <br />Insured Prize<br />Regional<br />$78,000 Cumulative Purse and Lottery Tickets<br />Random Drawing<br />For Grand Prize Event<br />Retail and State-wide Events<br />Lottery Tickets and Premiums<br /><ul><li>Drawing of 24 participants from each DMAs on November 2, 2011
  24. 24. Drawing of 1 participant from each DMA from on-site entries
  25. 25. Participants throw free throws for :30 with top score winning a place in the finals
  26. 26. 6 finalists (1 per DMA) receives a cash prize of $5,000 and a $5,000 cash prize for their school district
  27. 27. 2nd place regional winners receive a $1,000 cash prize for themselves and a $1,000 cash prize for their school district
  28. 28. 3rd place regional winners receive a $500 cash prize for themselves and a $500 cash prize for their school district
  29. 29. All participants receive promotional $10 Cash Spectacular ticket
  30. 30. $10 purchase of Lottery games will allow for entry to shoot baskets for 30 seconds
  31. 31. Number of baskets determines premium participant receives
  32. 32. Premiums include Koozies, Backpacks and Commemorative Cash Spectacular T-shirts
  33. 33. With Cash Spectacular ticket purchase participants receive 7-11-21 Promotional Tickets
  34. 34. Participants entered into a drawing for a place in regional competition
  35. 35. Entries to be received by October 23, 2011
  36. 36. At the college game the winner will throw a half-court shot for a chance at a $1 million prize </li></li></ul><li>5<br />Launch and Regional Event Set-Up<br />Large Retail Event<br />Launch and Regional Event <br />
  37. 37. 6<br />Activation Elements<br />Branded Basketballs<br />Modular Fencing<br />Branded Hoop<br />All Terrain<br />Staff Uniform Examples<br />Branded Ball Rack<br />
  38. 38. 7<br />Premium and Sales Promotion Structure<br />Bringing<br />lucky back<br />Backpack<br />Commemorative T-Shirt<br />Koozie<br />Purchase of a $10 $200,000,000 Cash Spectacular game and receive a <br />7-11-21 Promotional Lottery Ticket<br />
  39. 39. 8<br />Point of Sale<br />Entry Form Pad<br />NOTE – DIFFERENT ADDRESS FOR EACH REGION<br />(entry form pad to be affixed to Easel-Back Poster)<br />Easel-Back Poster<br />
  40. 40. 9<br />Point of Sale<br />Pre-Event Poster<br />2-Sided<br />How to Play Tear Pad<br />
  41. 41. 10<br />Point of Sale<br />2-Sided<br />DuQuoin Flier<br />
  42. 42. 11<br />Communication<br />LSR Promotion and Retail Recruitment Briefings<br />Completed R3, R4, R5 on Tuesday, August 16th<br />Thursday, August 18th in Bolingbrook R1, R2, R3, R6<br />LSR Sell & Retail Promotion information sheets <br />
  43. 43. 12<br />2nd Chance Drawing Procedures<br />Retailer/Statewide Events<br />All entries must be received by November 2nd<br />Draw by Scientific Games from 5 DMA specific PO Boxes<br />Winners contacted by November 6th<br />24 Winners and 10 Alternates advance to Regional<br />Regional Events<br />1 random Winner drawn by pre-approved representative at each Regional Event to allow a walk up entry. <br />Total of 25 entrants to compete<br />
  44. 44. 13<br />Community Relations<br />Engage Derrick Rose as Cash Spectacular Spokesperson<br /><ul><li>Approach him through relationships with Wynona Redmond and Rufus Williams
  45. 45. Articulate the vision of Cash Spectacular and goals to support schools around the state
  46. 46. Explain how his support will be help build a better Illinois
  47. 47. Offer an opportunity to participate in Cash Spectacular promotion in exchange for donation to his favorite foundation/school</li></ul>Best Case Participation<br /><ul><li>Single Appearance
  48. 48. Chicago Launch Event
  49. 49. Location: TBD
  50. 50. Monday, September 5
  51. 51. Autograph Basketballs </li></ul>Minimum Participation<br /><ul><li>Press Conference
  52. 52. Location- Chicago
  53. 53. September 4th or 5th in the AM
  54. 54. Cash Spectacular/Community Message Delivered (Script Provided)
  55. 55. Autograph Basketballs</li></li></ul><li>14<br />Community Relations/Celebrities<br />Home Town Hero Single Appearance<br /><ul><li>Downstate Launch Event
  56. 56. Location: DuQuoin State Fair
  57. 57. Friday, September 2nd</li></ul>Trick Shot Team<br /><ul><li>Downstate Launch Event September 2nd
  58. 58. Chicago Launch Event
  59. 59. Thursday, September 8th</li></li></ul><li>15<br />Sports Promotion<br />Home Town Hero<br /><ul><li> Received positive feedback on player appearances from Wolves, IceHogsand Mallards
  60. 60. Next step: Coordinate dates with game schedules</li></ul>Finals Venue<br /><ul><li>UIC likes the idea
  61. 61. Potential date for finals: December 10thvs Northern Illinois University
  62. 62. Next step: Confirm approval for Finals on December 10th</li></ul>Arlington Park<br /><ul><li> Racing Thursday thru Sunday until Sept 25th</li></ul>Minor League Hockey<br /><ul><li> Season begins in early October, do we utilize assets for CS
  63. 63. Chicago Wolves, Rockford Ice Hogs, Quad City Mallards, Peoria Rivermen & Bloomington Blaze</li></ul>Blackhawks <br /><ul><li> Season begins in early Oct, do we utilize assets for CS?</li></ul>Bulls<br /><ul><li>TBD due to labor issues</li></li></ul><li>16<br />Media Plan<br />
  64. 64. 17<br />Media <br />Radio Promotion Guidelines<br />Stations to submit a promotional schedule for on-air radio support around the event dates associated with their MSA<br /><ul><li>Each promotional schedule is 10 days, with last day being the Retailer Event Day
  65. 65. :30s script provided for promotional reads with a blank spot for stations to eventually insert retail location</li></li></ul><li>18<br />Interactive<br /><ul><li>Build awareness and attendance at Feeder events
  66. 66. Digital Display
  67. 67. Use media spend to drive consumers to retail
  68. 68. Dynamic ads to generate local event list
  69. 69. Event calendar posted on IllinoisLottery.com
  70. 70. Communicate via social media
  71. 71. Feed events from event management site?
  72. 72. Add event locations to Google Maps
  73. 73. Email communication to 2010 2nd chance entrants: 175K consumers
  74. 74. Facilitate online entry and excitement for regional events
  75. 75. Online registration for regional event drawing through MDI
  76. 76. Blogger/Social media outreach on awards for school districts
  77. 77. PTAs, Alumni Groups, etc.
  78. 78. Include social media icons on all promotional information</li></li></ul><li>19<br />Media<br />Next Steps<br />1.) OMD to receive and compile spreadsheet of all participating stations and their on-air dates<br />2.) After client approval, All Terrain to receive spreadsheet from OMD<br />3.) All Terrain to determine and send retail locations to stations<br />4.) Stations to send final promotional script, with retail date and location inserted, to All Terrain for approval<br />5.) First MVP Promotions to begin: 9/10<br />
  79. 79. 20<br />Interactive<br />
  80. 80. 21<br />Interactive<br />
  81. 81. 22<br />Public Relations<br />Local Media Personality Pitch<br />Pitch television morning show personalities for shootout competition between co-hosts<br />Use radio remotes with local personalities to drive traffic and create awareness<br />Pre-pitch events with visual of basketball courts and set-up of events<br />Visual Aids<br />Use Cash Spectacular Ticket Art for Backboards to Increase Visibility of the ticket<br />Use Illinois Lottery-branded basketballs for events and as part of prize package<br />Develop short video of players on branded-court for YouTube for use on Facebook and Twitter<br />Concentrate Efforts to Coincide with Launch Dates<br />Follow up opportunities in markets with feeder, regional and finalists events<br />Create photo opportunities with branded items for placement in local markets and use on social media outlets<br />

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