The Maine Lottery’s loyalty program, The RewardME Club works like this: players enter their non-winning instant tickets into the Club for a chance to win prizes. So even if you lose, you could win! We loved that idea, but the prizes and games kept changing. So we developed dedicated digital and radio but could only budget for one TV commercial. Our frugal account team suggested producing one spot with several different tags. We loved that idea too.
Everyone likes getting more for their money. Maine Lottery players needed to know they could do exactly that if they joined The RewardME Club. They’d also get more value and have more fun playing. Cue the puppies!
The creative team came up with dozens of items that they wanted more of, like cool clothes, cars and electronics. But all were too materialistic; this campaign needed to be warmer, more genuine and real. Just like our Maine Lottery brand. So out came the ice cream cones, piles of pasta and lots of puppies. Our hearts melted (so did the chocolate chip) and we produced messaging that was very rewarding. In May of 2019, RewardME membership climbed to more than 70,000!