Powerball in California

Commission Meeting February 2013

STRATEGIC APPROACH

Ø  IN ORDER TO EXCITE NEW AND EXISTING PLAYERS: Ø  WE HAD TO SEPARATE POWERBALL FROM OTHER CA LOTTERY GAMES,

GIVING THE GAME THE SENSE OF “BIGNESS” IT DESERVES

Ø  WE ALSO HAD A CHALLENGE ON OUR HANDS: Ø  MEGA MILLIONS, NOT POWERBALL, JUST HIT THE LARGEST JACKPOT IN

HISTORY

Ø  SO WE KNEW IT COULDN’T JUST BE ABOUT THE $40MM STARTING JACKPOTS, IT HAD TO BE ABOUT THE EXCITEMENT THAT THOSE JACKPOTS CREATE

STRATEGIC APPROACH

So BIG it’s tough to even

comprehend how big this is

As Big As Big Can Get

Join in the Excitement

BELIEVE IN SOMETHING BIGGER

Powerball is as big as the lottery gets. It inspires people to think about things

on a whole new level. It creates a new feeling of hope and optimism for bigger

and better things. It motivates people to consider what they would do to make a

real and honest difference in the world. It can even make people consider how

one little change in their daily routine could lead to an incredible new life of

opportunity and generosity. In this way Powerball has the unique ability to make

all of us believe in something bigger.

BELIEVE IN SOMETHING BIGGER

THREE PHASE APPROACH

Prepare people to believe in

something bigger • Social

• Promotions/Contests

Pre Launch:Build up anticipation

to believe in something bigger • TV

• OOH billboards

• Digital (rich and flash)

• Radio

• Social & Owned Media

• Experiential

• Promotions/Contests

Launch:Believe in

something bigger comes to life!

• TV

• OOH billboards/transit

• Digital (rich and flash)

• Radio

• Social & Owned Media

• Experiential

RAMP UP PRE LAUNCH LAUNCH!

RAMP-UP

ü  IN ORDER TO BEGIN THE ‘DRUMROLL’ LEADING UP TO THE POWERBALL LAUNCH AND KEEP THE MOMENTUM GOING SINCE THE COMMISSION’S APPROVAL OF POWERBALL IN CALIFORNIA, THIS PHASE BEGINS WELL BEFORE THE DATE LAUNCH DATE

ü  MEDIA PLAN DETAILS: Ø  MARKETS: ONLINE ONLY Ø  TIMING: JANUARY 28TH – MARCH 17TH Ø  MEDIA: LOTTERY’S OWNED MEDIA CHANNELS

RAMP-UP OWNED MEDIA

RAMP-UP OWNED MEDIA

RAMP-UP CALIFORNIA DREAMIN’ SONG CONTEST

PRE-LAUNCH

ü  AS THE LAUNCH DATE APPROACHES, THE PRE-LAUNCH PHASE WILL NOT ONLY CONTINUE TO KEEP THE MOMENTUM OF POWERBALL GOING, BUT ALSO GET CONSUMERS EXCITED ABOUT MORE THAN JUST BIG JACKPOTS

ü  MEDIA PLAN DETAILS: Ø  MARKETS: LOS ANGELES, SAN FRANCISCO, SACRAMENTO, SAN DIEGO Ø  TIMING: MARCH 18TH – APRIL 7TH Ø  MEDIA:

Ø  TELEVISION Ø RADIO Ø OUTDOOR Ø DIGITAL Ø EXPERIENTIAL Ø OWNED MEDIA

PRE-LAUNCH OUTDOOR

Pre-Launch: Wild Posting Powerball

PRE-LAUNCH OUTDOOR Pre-Launch: OOH Powerball

BELIEVEAs the launch date gets closer, we introduce the white balls – a little tease, if you will. But with this tease, we send a powerful message, a message that will lay the groundwork for the tone of the campaign to come. The balls will simply say, BELIEVE.

PRE-LAUNCH DIGITAL

PowerballPre-Launch: Online Banners

BELIEVE BANNERS

We will buy various banner ads on strategic websites to continue our Powerball messaging and jackpot updates.

PRE-LAUNCH EXPERIENTIAL

PowerballRamp-up: Website

#BELIEVE WEBSITE

We utilize Twitter to populate this site. All people have to do is tweet their California Dreams with #Believe. Then within seconds, their tweet will materialize in the form of a white ball and join the mass of other white balls falling like snow.

Imagine hearing the song “California Dreamin” as thousands of real Californians’ dreams fall beautifully in front of a slide show montage of California landscapes. Pretty powerful stu!.

At any time, visitors can explore the site and read other people’s dreams by merely hovering over the respective balls. They will see their Twitter handle and will have the option to retweet that person’s #Believe.

PowerballRamp-up: Website

#BELIEVE WEBSITE

We utilize Twitter to populate this site. All people have to do is tweet their California Dreams with #Believe. Then within seconds, their tweet will materialize in the form of a white ball and join the mass of other white balls falling like snow.

Imagine hearing the song “California Dreamin” as thousands of real Californians’ dreams fall beautifully in front of a slide show montage of California landscapes. Pretty powerful stu!.

At any time, visitors can explore the site and read other people’s dreams by merely hovering over the respective balls. They will see their Twitter handle and will have the option to retweet that person’s #Believe.

PRE-LAUNCH EXPERIENTIAL

LAUNCH

ü  THE LAUNCH NOW PUTS ALL OF OUR MOMENTUM INTO ACTION. IT’S OUR TIME TO SHOW AMERICA WHAT CALIFORNIA’S GOT!

ü  MEDIA PLAN DETAILS: Ø  MARKETS: LOS ANGELES, SAN FRANCISCO, SACRAMENTO, SAN DIEGO Ø  TIMING: APRIL 8TH – APRIL 28TH Ø  MEDIA:

Ø  TELEVISION Ø RADIO Ø OUTDOOR Ø DIGITAL Ø EXPERIENTIAL Ø OWNED MEDIA

LAUNCH TELEVISION

LAUNCH OUTDOOR PowerballLaunch: OOH

LAUNCH OUTDOOR

PowerballLaunch: OOH

LAUNCH OUTDOOR

PowerballLaunch: OOH

TAGLINE SPELLED OUT OF COMPELLING MANIFESTO.

This type of execution spells the tagline out of compelling long copy that’s fun to read and brings the notion of “Believe in Something Bigger” to life.

LAUNCH OUTDOOR

LAUNCH DIGITAL Powerball

BANNERS

We will buy various banners on strategic websites and cater the language to each setting. In this instance, it ’s a sports crowd.

Launch: Online Banners

Powerball

BANNERS

We will buy various banners on strategic websites and cater the language to each setting. In this instance, it ’s a sports crowd.

Launch: Online Banners

LAUNCH EXPERIENTIAL

The Grove Los Angeles

Embarcadero Center San Francisco

CA Lottery Headquarters Sacramento

LAUNCH EXPERIENTIAL

LAUNCH EXPERIENTIAL

PowerballRamp-up: Website

#BELIEVE WEBSITE

We utilize Twitter to populate this site. All people have to do is tweet their California Dreams with #Believe. Then within seconds, their tweet will materialize in the form of a white ball and join the mass of other white balls falling like snow.

Imagine hearing the song “California Dreamin” as thousands of real Californians’ dreams fall beautifully in front of a slide show montage of California landscapes. Pretty powerful stu!.

At any time, visitors can explore the site and read other people’s dreams by merely hovering over the respective balls. They will see their Twitter handle and will have the option to retweet that person’s #Believe.

PowerballRamp-up: Website

#BELIEVE WEBSITE

We utilize Twitter to populate this site. All people have to do is tweet their California Dreams with #Believe. Then within seconds, their tweet will materialize in the form of a white ball and join the mass of other white balls falling like snow.

Imagine hearing the song “California Dreamin” as thousands of real Californians’ dreams fall beautifully in front of a slide show montage of California landscapes. Pretty powerful stu!.

At any time, visitors can explore the site and read other people’s dreams by merely hovering over the respective balls. They will see their Twitter handle and will have the option to retweet that person’s #Believe.

FUTURE PLANS

ü  AFTER APRIL 28TH, WE WILL BE LAUNCHING JACKPOT ALERTS WHEN THE POWERBALL JACKPOT REACHES AN AGREED UPON THRESHOLD Ø  JACKPOT ALERTS WILL AIR IN THE SAME MARKETS AS THE PRE-LAUNCH

AND LAUNCH CAMPAIGN Ø  JACKPOT ALERT EFFORTS WILL INCLUDE THE FOLLOWING MEDIA:

Ø  TELEVISION Ø RADIO Ø OUTDOOR Ø DIGITAL Ø EXPERIENTIAL Ø OWNED MEDIA

Thank you