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Events and PromotionsThe Lottery’s continued success depends on our capacity to develop productsthat players want to buy--and retailers are excited to sell. We develop this capacityin many ways, including the old-fashioned way: by visiting with playersface-to-face.Nowhere is this direct player interaction more prevalent than the diversefairs, festivals and parades the Lottery participates in annually. Over theyears, the Lottery has become a fixture at many of these beloved events. Westrengthened this bond in FY10, while creating several innovative, experientialpromotions that delighted the public and exposed our brand to new audiences.Building on Proud Traditions: In August 2009, the Lottery participated in the80th Bud Billiken Parade, the largest African-American parade in the nation.Taking our place among the parade’s320 entries, the Lottery greeted a 1.5-million-strong Chicago crowd. Wealso joined the fun at the city’s PuertoRican Fest, Fiesta Back of the Yards,Cupula Festival, African Festival ofthe Arts and Cinco de Mayo events.Taste of Chicago attendees enjoyedhands-on fun at Lottery booths, and,for yet another year, we had a colorfulentry in city’s Pride Parade.Our interactive Lottery stations were abig hit everywhere we went. Full-partner participation at both Illinois StateFairs allowed us to meet tens of thousands of people from across Illinois andhear their thoughts firsthand.Ho, Ho, Ho! To celebrate the holidays, we launched an integrated“Joy Someone” campaign. While light-hearted television commercialsinvited viewers to choose holiday instant tickets as gifts, weliterally drove home the message with an experiential promotioncalled “Taxi Karaoke.” Each night for one week during the holidayseason, the Lottery set up four Illinois Lottery-branded cabs in frontof a popular Chicago bar. Engaging street teams approached and encouragedpatrons to spread some holiday cheer by singing a song forall to enjoy, in exchange for a free taxi ride. Appreciated by revelersand reporters alike, “Taxi Karaoke” promoted the “Joy Someone”campaign, while also finding a new way to communicate the quintessentialLottery attribute—fun!The Cashalance Casual Lottery players sometimeswait until jackpots jackpots reach $100 million beforepurchasing a ticket. But anyone would be plenty excitedto win $12 million, the starting jackpot for MegaMillions. To give players an idea of exactly how muchmoney the starting Mega Millions jackpot offers, wecreated the Cashalance. Visitors at the James R. Thompson Center took turns spinning theLottery prize wheel, which awarded an assortment of prizes including a 26-week Mega Millionssubscription. Participants also had the opportunity to take a photo inside the Cashalancephoto booth, which simulates the appearance of $12 million in cash. This concept wasalso used successfully in a statewide advertsing campaign.To publicize the St. Patrick’s Day Raffle, theLottery capitalized on the success of the Cashalancephoto booth. We invited players to get“Leprechauned” by taking snapshots of theirfriends and family being transformed into one ofthe small and mischievous sprites. Our ownteam of Lucky Leprechauns was on hand to helpparticipants try on leprechaun hats and learn theIrish jig.One fateful autumn morning, Michael Myers, Freddy Kruegerand winged reapers descended on downtown Chicago. Lucky forcommuters, the infamous characters only wanted to hand outcandy and spread the word about the Lottery’s Halloween Raffle.The event gave us a fun and memorable way to generate excitementaround the Raffle, which sold out in 30 days.Having a Ball—Literally! Our relationship with sporting events grew even stronger in FY2010.Two separate activation events at Chicago’s United Center let us mix with Bulls and Blackhawksfans. We also mingled with Chicago Cubs faithful at Wrigley Field (giving long-sufferingfans something to celebrate). In September we were at Soldier Field, when MississippiValley State took on Alabama State in the Chicago Football Classic—an annual event that celebratesthe excellence of America’s Historically Black Colleges and Universities.
Lottery Retailers Rule!Lottery Retailers=Front-line AmbassadorsFor every jackpot that grabbed headlinesduring FY2010, there were thousands ofpeople like Becky Lueken quietly workingbehind the scenes to promote and sell theLottery. Becky has served nearly threedecades as an Illinois Lottery retailer at theSandwich Country Market (and sold Lotteryfor 25 years at the state’s longest runningfair--the DeKalb County Sandwich Fair).Becky’s achievements were recognized witha special commendation during FY2010. Thisenduring partnership illustrates the emphasis Becky Lueken (left), owner of Sandwichon building strong relationships with retailers—atradition that pays dividends for all Lottery Sales Rep Paula Parentice markingCountry Market, receives a plaque fromconcerned.Becky’s 25th year a the DeKalb CountySandwich Fair.Luck plays a role in all Lottery wins; just ask Andy Shah, owner of the Rt. 31Pantry in West Dundee. He received a trio of four-leaf clovers from a regular customerwho is also an avid Illinois Lottery player. The player promised Andy theclovers would bring him good luck. Four months after taping the clovers to hisLottery terminal, Andy sold a $1 millionAnniversary Millions ticket, earning hisstore a $10,000 bonus in the process.Andy Shaw believes a customer’s gift of atrio of four-leaf clovers may have played arole in him selling a winning $1millionAnniversay Cash ticket.In response to his good fortune, Andysaid, “Now it’s time for the customer whogave me the clovers to win big.” Andy isone of 7,300 Illinois Lottery retailers whohave similar relationships with loyal patrons.Retailers play a unique, front-linerole in promoting the Lottery and its products.In return, top retailers receive ahealthy dose of customer loyalty, a 5 percentcommission on every Lottery ticketsold, and a 1 percent selling bonus forwinning tickets of $1,000 or more (nettingthe retailer, potentially, up to $500,000)!Share and Share AlikeMillionaire Raffle drawings are exciting and unique.They feature a limited number of tickets (500,000) and aset drawing date that can arrive before all available ticketshave sold. Thanks to tireless efforts at the retaillevel, both FY2010 Raffle games sold out prior to theirdrawing dates. All told, eight lucky players won$1 million prizes, ten won $100,000, while 1,000 playerstook home $1,000 prizes. Retailers won, too, collectingover $1 million in commissions and bonuses.Coleman Hughley of CDENT soldone of eight grand-prize MillionaireRaffle tickets in FY2010.Anton Dzierzynski received a $200,000 bonus when hisFood Mart in Hennepin sold a $20 million Mega Millionsticket. Anton used most of the bonus to invest in new equipment and improvecustomers’ shopping experience. Similarly, when Tony Nijher’s BP store sold an $11.5million Lotto ticket, Tony used much of his $115,000 bonus on his retail location. Inaddition to new equipment, however, Tony also invested in the workers who keep hisPeoria Heights BP store running smoothly. In addition to hosting an employee poolparty, Tony gave each employee an $800 check. That’s one nice boss!Nicky and Geeta Patel of Andy’s Food Market in Loves Park sell from over 110 instant-game facings.Andy’s is a mecca for area Lottery players, whose winnings are prominently displayed for all to see.
Page 1 and 2: State of IllinoisDepartment of Reve
Page 3 and 4: Dear Friends,Since 1974, the Illino
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