Pennsylvania Lottery
When MARC USA took over as Agency of Record for The Pennsylvania Lottery, we were charged with increasing sales to provide greater revenue for services for older Pennsylvanians.
With instant tickets identified as the greatest growth opportunity… on its end, the Lottery revamped prize structure and games. On our end, we created Gus, the second-most famous groundhog in Pennsylvania, as the instant games icon who signaled a new game each month. Gus soon had players eagerly awaiting his next exploit, always based on the game theme. We also revamped the media strategy for greater efficiencies and impact.
Gus hit the mark and then some. In his first year, the Pennsylvania Lottery led the nation in instant game sales growth. And he’s still going strong. In the first four years, we partnered with the Lottery, sales increased by $1 billion… and that’s after 20 years of relatively flat sales. In fact, it took the Lottery 19 years to achieve the previous $1 billion dollar sales increase. In 2006 Lottery sales grew by $425 million–the highest dollar growth in its 34-year history.
