Simons Michelson Zieve is applying two proven package goods strategies to the Michigan Lottery: the direct-mail sales pitch and the buy-one-get-one-free offer.
The Troy, Mich., agency has begun a mailing for the state’s instant-win games that eventually will arrive at the 3 million households in Michigan.
The piece includes a pop-up coupon for a free instant ticket with the purchase of one. The mailing shows examples of the different scratch-off games and touts new larger prizes.
Tim Shafer, SMZ account supervisor, said the lottery has not done this extensive of a promotion in at least a half-dozen years. SMZ landed the $7 million lottery account in May 1996.
The agency also launched a 30-second TV spot statewide last week for the “Cash for Life” instant ticket game. It will run through the end of the month. Another 30-second spot launches today, focusing on the Michigan Lotto.
The direct mail piece ends with a caution borrowed from the beer industry: “Enjoy
playing but please play responsibly.”