has had the adverse impact of the COVID-19 epidemic, in the past six months, the instant-opening games of British Columbia Lottery (BCLC) in Canada have grown on a large scale, and many instant-opening tickets have been sold out, so that there has been an empty "miracle" in the instant-opening display cabinets of many retail stores. Shirley Parker, director of BCLC instant game products and marketing, said that the popularity of instant ticketing during the epidemic was beyond the expectations of lottery agencies, and this also made them full of confidence in the sales of this holiday lottery this year.
This year, the main product of BCLC holiday invoices is still the instant game with a unit price of 10 Canadian dollars. Since launching this price holiday invoices five years ago, sales have increased year by year, and lottery buyers have received praise from each other. This year's brand new "Golden Gift" is invoiced at 10 Canadian dollars, with gorgeous gold and Christmas-filled red as the main colors, and the beautiful ticket is full of holiday atmosphere. In addition to the attractive maximum bonus of 250,000 CAD, it also has a unique gameplay. In the same game area, there are two matching methods: lucky numbers and lucky symbols, which have a better winning experience and more fun.
In addition to launching new tickets, BCLC will continue to carry out its second prize draw event "Tech the Halls", which has lasted for many years. "Tech the Halls" adopts the method of "offline ticket purchase, online lottery". Lottery buyers will open the designated holiday when they purchase. Scratch the secondary lottery area on the ticket opening surface. An 11-digit code will be displayed. Enter this set of codes into the secondary lottery page and can participate in the lottery activity. For every input of the instant ticketing code worth 5 yuan, you can redeem a lottery opportunity. This year, there are 11 holidays to participate in the event.
This is the ninth time that BCLC has held the "Tech the Halls" secondary lottery event. As a marketing event that is loved by lottery buyers, what are the innovations of this year's activities compared with previous years? Shirley Parker said that Tech the Halls' website design, gameplay and prize settings have been changing all the time. All of these changes are based on feedback from lottery buyers and suggestions from the user experience team. "Every year we invite lottery buyers to complete a survey, which helps us gain insight into which types of prizes are the most popular, and the opinions and suggestions of lottery buyers on page layout and game features."
lottery buyers can choose the prize they want to draw after logging into the "Tech the Halls" page. In this way, lottery agencies can clearly know what kind of prizes can attract lottery buyers. Through statistics and analysis, BCLC found that the favorite prize for lottery buyers is cash, so this year's "Tech the Halls" has increased the number of cash and gift cards. In terms of prize setting, lottery buyers believe that "small quantity and high unit price" is not as good as "small quantity and low unit price". Therefore, BCLC provides a grand prize package, which includes large-screen TVs, game consoles and audio systems, and also provides a large number of small prizes, such as TVs, tablets, etc.
If you want to participate in the second lottery, lottery buyers first need to register as a member of BCLC. In 2019 alone, 123,232 users registered. BCLC has established a detailed database through this approach and maintains close contact with lottery buyers.
Due to the COVID-19 pandemic, BCLC has adjusted its marketing method for holidays. "In terms of media, we have seen the infinite potential of new media, so we have adjusted the media delivery plan and transferred the budgets of some outdoor media and traditional print media to new media. Because fewer people are going out, there are fewer opportunities to get in touch with these traditional advertisements." Shirley Parker said, "As our retailers resume operations while strengthening security measures, we will continue to promote through retail channels." (National Lottery Magazine)
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