Hoosier Lottery

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Mass Audience

Mass Audience

MKR executed qualitative and quantitative research to uncover insights into motivations and barriers to Hoosier Lottery participation by heavy users – and non-users. We uncovered some basic truths: we all have dreams, both big and small. The Lottery, which represents the people of Indiana, is the champion of Hoosier dreams.

Hoosier Lottery OOH billboard ad

From the small winners to the big ones, to the beneficiaries of the Lottery’s proceeds, the lottery makes life just a little better for Hoosiers. MKR transitioned the results from the research to create and execute a comprehensive brand strategy.

Hoosier Lottery - Print
Addressable Audience

Addressable Audience

We used the research as a basis to create a new Hoosier Lottery – for the people, by the people. With a brand new look, the Hoosier Lottery didn’t tell Hoosiers how to dream, but encouraged them to express their dreams. A platform was provided for Hoosiers everywhere, from Alfordsville to Zanesville, to share what they’d do if they won the Hoosier Lottery.

Ongoing brand activation and storytelling via social channels helped to spread the new concept – The Hoosier Lottery is the champion of Hoosier dreams, big and small.

Hoosier Lottery Change Mat
Hoosier Lottery Window Cling
Audience’s Audience

Audience’s Audience

Through YouTube, Facebook, and live casting events all throughout the state, real Hoosiers were able to share their dreams through their lottery. We created a new icon and a new motto, “Imagine That.” Out-of-home pieces showcased some examples of Hoosiers’ dreams, and videos showed interviews of Hoosiers telling their stories. This was utilized to increase awareness as well as encourage other Hoosiers to share their stories.

Hoosier Lottery Social Post

Results

MRK measured campaign success results through quantitative brand empathy measures, social channel fans and followers, as well as total annual revenue including increases in sales of specific games.

18% increase in brand affinity

Social audience grew 116%

Scratch-off sales grew 29%

Hoosier Lottery moved from 33rd to top 3 nationally in rate of growth

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