Sweet Million is on sale now.
The newest lottery game offering, Sweet Million, is hitting the ground running with a full court press, jampacked with metaphors, social networking, high-budget television ads, and its own website independent of NYLottery.org.
A look at the variety of ways this new game is being pushed is worth at least a quick glance, as it seems to show a broader approach to ads than NY Lottery has used before.
- The television campaign, including the below video, is high budget.
- Promotions for free tickets are prominent on the lottery's website.
- The game has its own website for information, odds, winners, and instructions.
- The Facebook page includes embedded content from the site (like drawing schedules and winning numbers), announcements of winners, and all of the television commercials (diabetics should approach with extreme caution).
The excellent use of Facebook pages for business is the most obvious use of social networking to promote this new game, and serves as a hub for the campaign. In addition to providing the content without asking users to visit a different site, it encourages the viral spreading of its television ads by making them available. The YouTube copies don't appear to be uploaded to an official account, but this writer doesn't expect any sort of legal challenge - unless it's filed under "any press is good press," of course. However, the YouTube videos already have StumbleUpon web traffic, so I stand by my original position - that the New York Lottery has discovered social networking, and will be piling it on from here on in.
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