Montana LotteryMontana Lottery moves to modern media mix and campaign optimization to increase results.
Updated media mix from traditional only to include digital media mix. This enabled greater measurement and tracking and resulted in the following.
Set precedent by selling out the “Montana Millionaire” game for the first time (when media responsibilities shifted to the agency) by creating widespread product awareness and began a history of consistent sell-outs to date
Achieved record breaking sales years starting in 2013 continually increasing transfers to the General Fund YOY to the maximum allowable amount. (as voted on by the Legislature to cap transfers as funds increased).