The New Jersey Lottery was being challenged by new competition in the form of online gaming and fantasy sports sites. Not only did this new competition threaten to drain the Lottery of current business, but also to steal away all-important younger players before they could become regular members of the franchise.
New Jersey is a complicated state with an amazing mix of geography and demographics. The planners at Marketsmith realized that the media plan had to evolve from a one-size-fits-all approach to a highly targeted segmentation strategy. By utilizing pinpoint planning down to the zip code level around all 7,000 Lottery retail locations, we were able to target highly individualized audiences with the specific games that were most relevant to their interests.
It was more than luck that drove sales up 9.5% for the fiscal year! Just as importantly, the Lottery topped the $3 Billion threshold a full month earlier than the previous year, and through a strategic mix of mobile and other digital media, drew a record number of crucial younger players to the brand.