Marilyn Monroe’s iconic look appeals to nostalgic players and non-players alike. The star’s glamorous presence translates naturally into beautiful instant ticket art, enhancing any lottery’s instant ticket category, as shown by the design of the Missouri Lottery’s $5 Scratchers ticket. This multi-scene ticket gives players the chance to collect three different photos of the Hollywood legend.
The Lottery’s promotional campaign for the Marilyn ticket included social media and radio advertising, as well as introducing the instant game to the public through a series of pre-launch events to get players excited about the brand.
A life-size Marilyn standee made an appearance at 205 retail locations statewide. Players were invited to “take a selfie with Marilyn Monroe” and upload the photo to social media. In-store promotions highlighting the game were also conducted throughout the month of March, including a second-chance drawing and an on-site event for a chance to win an officially-licensed Marilyn prize pack. The Missouri Lottery also partnered with iHeart Radio, KLOU in St. Louis and KCMO in Kansas City to help promote the Marilyn Monroe™ Scratchers ticket in the “Marilyn Mondays” promotion. Each Monday in March, listeners had three chances to call in to win a Marilyn Monroe™ prize pack and an entry into a grand-prize drawing to win a $1,500 gift certificate to Tiffany’s in Kansas City or Diamonds Direct in St. Louis.
Marilyn also made an appearance at the St. Louis Working Women’s Survival Show, one of the Lottery’s pre-launch events. The Lottery brought the brand to life at the conference with a variety of exciting Marilyn-themed experiences for attendees. Non-winning tickets purchased at the conference could be redeemed at the Lottery’s booth for a chance to win a trip to the Marilyn Monroe™ Spa in New York City, which included a personalized shopping experience.
“We are excited to bring Marilyn Monroe™ to market in Missouri,” said Sina Aiello, Vice President, Marketing for Pollard Banknote. “We were honored to be able to attend one of the pre-launch events to see the Lottery’s amazing promotional support in action. With the appeal of the brand, plus the exciting events the Lottery is offering, Marilyn is proving to be a hit in Missouri.”
“The aspirational and glamorous attributes that Marilyn represents have attracted and engaged a variety of players in Missouri,” said May Scheve Reardon, Executive Director of the Missouri Lottery. “We’ve received great excitement and participation from both retailers and players, and the ticket is nearly sold out already!”
The Missouri Lottery was created in 1985. Since sales started in 1986, the Missouri Lottery has generated more than $5.9 billion for the state and public education. Lottery players have won more than $13.1 billion in prizes and retailers have earned more than $1.3 billion in commissions.
FOR MORE INFORMATION, CONTACT:
Vice President, Marketing
Telephone: (204) 474-2323