Jackpot Captain

Consumer Activation Target
Office Organizers

Challenge
Jackpot games like SuperLotto Plus and MEGA Millions are some of the most popular games available from the California Lottery. However with the trend of rising jackpots, it seems only the largest pools were considered newsworthy and therefore garnered the greatest participation and advertising support. The reality was that even the relatively lower jackpot amounts offered a considerable prize. The Lottery needed a way to generate awareness and participation in these “smaller” pool jackpots.

Solution
Our research revealed two key two insights: 1) 30% of jackpot winners were from “group play,” people banding together to share in ticket costs as well as potential winnings, and 2) when consumers were informed of jackpot levels, regardless of size, they were more likely to play. So Alcone developed a program targeting group players, many of whom play the Lottery with family, friends and co-workers. The core of the program was the identification and enlistment of the leaders of these groups, the “Jackpot Captains.” These Captains were rewarded with information and tools to rally enthusiasm and participation among their group including online/text alerts on winning numbers and jackpot amounts, Jackpot Captain merchandise, an online payout calculator and exclusive promotions.

Results
The site has registered 22,000 Captains so far, each averaging nine group players, with 80% opting in for email/online updates. Now in year two, the program has added a Captain’s Spotlight which features real captains and their stories of how they get the most out of the program, as well as information gathering components including surveys and polls that feed a robust CRM/communication effort.