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The Maine Lottery’s loyalty program, the RewardME Club, works like this: players enter their non-winning tickets into the club to earn points redeemable for merchandise and for a chance to win great prizes. So every time you play, you get more than you bargained for! We loved that idea, but the prizes and games change throughout the year. So we developed dedicated digital and radio for each promotion but could only budget for one TV commercial. Our frugal account team suggested producing one spot with several different tags. We loved that idea too.

The creative team came up with dozens of items that they wanted more of, like cool clothes, cars and electronics. But all were too materialistic; this campaign needed to be warmer, more genuine and real. Just like the Maine Lottery brand. So out came the ice cream cones, piles of pasta and lots of puppies. Our hearts melted (so did the chocolate chip) and we produced messaging that was very rewarding.

The creative team came up with dozens of items that they wanted more of, like cool clothes, cars and electronics. But all were too materialistic; this campaign needed to be warmer, more genuine and real. Just like our Maine Lottery brand. So out came the ice cream cones, piles of pasta and lots of puppies. Our hearts melted (so did the chocolate chip) and we produced messaging that was very rewarding. In May of 2019, RewardME membership climbed to more than 70,000!