5th of April 2012 Author: Glo Wood
Its goal - to attract younger demographics
It's now official - Illinois has become the first state to offer the sale of lottery tickets online! At the moment, the Illinois lottery site only facilitates the sale of Mega Millions and Lotto.
The goal of the state's move online is to try and make the lottery more attractive for younger demographics as opposed to its old base of more senior players.
It appears like this concept has triggered a lot of interest in other states as well. Reports say 21 other states, including New York, are looking into the possibilities of such a move.
It has been specified that Omnicom's OMD unit is conducting the research and social media campaign which will target 21-to-34-year-old early tech adopters. According to Justin Southern, OMD's associate director of strategy, 'Even if they see a TV spot or outdoor ad, the lottery hasn't been in an environment where it is top-of-mind.'
In its campaign, OMD will strive to geolocate and engage friends of early adopters, expanding into the domain of display and video as the campaign develops.
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