Marketsmith Inc.

New Jersey Lottery

1 X
1 K+
App Downloads
1 K+
Facebook Followers

Goals & Objectives

Form a message that was easy for consumers to understand across creative and media to help drive app downloads and revenue.

Consumer Research

New Jersey Lottery faced new threats from emerging competitors like FanDuel, DraftKings, and online gambling. This challenge was compounded by budget restrictions, more games to support, and need to retain players, all while increasing YoY revenue.

Data-Driven Rationale

Game-specific media strategies targeted current and new players. Marketsmith negotiated value-added media promotions, which gained additional on-air mentions, live remotes, and local engagement. A new brand platform was created, consisting of social platforms, a website, and a mobile app, infused with an integrated marketing strategy that surrounded players and kept New Jersey Lottery top of mind.


Success was measured by growth in revenue and incremental app downloads.

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