The Tennessee lottery markets its instant game tickets as Christmas gifts.
Lottery tickets as precious Christmas gifts
The Tennessee lottery, inspired with Christmas, decided to offer its instant game tickets as precious Christmas gifts that may present a real miracle on holidays.
Such a marketing approach may be noticed not in Tennessee only but in many other states as well.
Tennessee Lottery President Rebecca Paul told Wkrn.com the holiday advertising campaigns are similar to those in other states.
Piyush Kumar, an assistant professor of management at Vanderbilt University, said the strategy is effective because the tickets are inexpensive gifts that could grow in value and are like a free trial offer to the recipient.
"It's a little better than giving a Christmas card, but they're priced about the same. You may be giving a gift for a dollar, but in your own mind you could be giving away potentially $300, $500 or even $1 million," Kumar said.
The TV and radio advertisements, that began airing Thanksgiving week and will last until Christmas Eve, are described as ‘nice, soft and pretty commercial’. One advertising video features a holiday scene and a puppy with a lottery ticket in tow.
Experts say the advertising campaign has already influenced its potential buyers. According to the last information, Tennessee lottery saw substantial increase of scratch-off game sales last week. The company gathered $12.5 million that was the highest level since April.
