In 2018, the Maine Lottery decided to participate in an exciting new multi-game holiday program called the Secret Santa Promotion. The Promotion involved a total of 5 holiday-themed instant games plus all draw and Fast Play games as well as a play-for-fun Secret Santa game for mobile devices. 7 second-chance prize drawings gave players a chance to win vacation trips, a $100,000 cash prize, or, for the first time ever in Maine, a chance to win a warehouse dash for great merchandise. The challenge was to communicate this complex promotion effectively and generate as many entries through the RewardME Club as possible.
Fuseideas developed a campaign to generate high visibility for the Secret Santa promotion and to break-through the busy holiday media environment with integrated TV, radio, digital and POS. Our strategy was to focus on the exciting warehouse dash experience.
By creating a humorous characterization of the reindeer Dasher, always in the shadow of Rudolph, now with a chance to shine, we made a human connection with viewers. Dasher was the perfect spokesman for a warehouse dash and the Secret Santa promotion. More than 1.1 million entries were made in the RewardME Club for the Secret Santa promotion.