The Powerball has landed in California bringing along with it an inspirationally aggressive marketing campaign. They boast larger jackpots, yet, recognizing people aren’t as materialistic anymore, are marketing to more humanistic players eager to be a positive change in this world.
Powerball targets 38 million Californians with one powerful emotion – Hope. The campaign communicates how Hope implements change by pointing out historic events like Armstrong’s Moon landing reminding us memorable moments started with single sparks of hope. Their campaign reinforces the power of dreamers, those willing to take a chance.
Powerball gives daydreamers the model to believe in something bigger, a cause, miracles, a long shot. But, start small – even one ticket! They have to overcome those who resist saying “Powerball is a money pit,” “the odds stink,” or “don’t gamble” by, instead, getting people to buy into hope – anything is possible but you can’t win if you don’t play.
Now, I mentioned Powerball targets every Californian – every one. When my family first heard the haunting rendition of children singing “California Dreamin’,” it immediately hooked us. My kids (8 and 12 years) downloaded the real song, discussed the lyrics and sparked inspirational conversations “If you win – how would you positively impact the world?” (Answers: “Cure AIDS” and “Open a candy store where everything is free.”).
I don’t play regularly, I only buy tickets for big jackpots (I know, my odds are worse) but what made us purchase our first ticket was when radio campaigns became personal. On my daily commute, I was regularly teased by a guy saying “It was like any other day, driving in your car, fighting traffic. It was like any other day… until it wasn’t [cue music].” It wraps its arm around you and points you towards your destiny. It’s that simple to dream, believe – and buy a ticket.
Some people feel the ads resemble religion putting too much faith in something intangible. They feel those who would use money wisely for good would not usually be the same crowd playing the Powerball.
I say, try me. I dream about buying reasonable homes, providing college educations and providing sports scholarships for AYSO and Little Leagues so no child “can’t” play.“
I didn’t win, she did!
The Powerball launch was a winning success!
Dan from the creative agency David&Goliath wrote to let me know that it was THE most successful lottery launch in U.S. history (kudos!!)!
For you folks who want proof (remember Powerball tix are $2/ea):
- $3.1 million in first day sales
- $8.5 million in sales in the first 4 days
- $25 million in two weeks
- $83 million worth of tickets sold, accounting for 11% of Powerball sales in the entire country!
You know what I said about only playing the big draws? I lied… I have a ticket in my wallet right now from this past weekend’s draw and until I actually check the winning numbers, I can hold onto the hope that I may have been the winner this time!