Evolution of creative assets for different phases of the game’s life cycle. (Designed by in-house graphic designer.)
Project Description
OBJECTIVE: Develop a content plan to support sustained sales of the Montana Lottery’s Chevrolet Silverado licensed property scratch game.
The Montana Lottery releases a featured scratch game every summer; usually a licensed-property game with a merchandise prize. In 2023, the Lottery asked members of its Player’s Club which merchandise prize they’d prefer to win and designed a Chevrolet Silverado game in response.
I developed a content plan to support the game, which launched in early May. The plan would have to run all summer without becoming stale – a challenge even before a lucky player won the truck only nine weeks into the game.
Even without the truck, Chevrolet Silverado ended the summer with an average of 218 packs sold per week. Compared to four previous featured scratch games, it sold out the fastest and generated the most second chance drawing entries, plus 5,000 new Player’s Club account registrations.
My Contribution
- Assisted with market research
- Developed six-phase, 12-channel multimedia content plan
- Coordinated in-house marketing with separate paid marketing campaign
- Provided direction and feedback to content developers
- Reviewed and approved creative assets
- Adapted strategy in response to new variables
- Wrote case study article for industry publication