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SD Lottery Anniversary

When the South Dakota Lottery approached L&S about celebrating its 30th anniversary, they had two goals: have fun with players and communicate their story to citizens that the Lottery provides good fun for South Dakota. 

In working with the Lottery team, we decided to leverage some of the great summer events in South Dakota to get face-to-face with players and citizens. We printed custom 30th Anniversary promotional tickets that were given away free of charge at the events. Players had the opportunity to win swag such as real promotional tickets, coolers, t-shirts and more. Aside from that, win or lose, all players could fill out the back of the ticket to enter for a chance at $1,000 cash. Other event elements included an interactive photo booth for event attendees and a Snapchat filter for guests to share their event photos. 

To accomplish our second goal of telling the South Dakota Lottery story, we flighted a “Good Fun” brand image campaign with TV, radio, Facebook and digital pre-roll placement. We also developed a video highlighting everything that the South Dakota Lottery has contributed to the state in the last 30 years. This video will be utilized as part of an email and social strategy.

The South Dakota Lottery has contributed $2.58 billion to South Dakota since it was established back in 1987 and is the second largest contributor to the State General Fund. In fact, the Lottery made up 7.5% of last year’s budget. We’re proud to work with an organization that does so much for our state.

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