The Maryland Lottery wants people to know that timing is everything. Several large clocks have been drawn in chalk around Baltimore City in highly-trafficked locations in an effort to generate interest about the Lottery?s newest promotion, Countdown to Millions.
“It?s the new multimillion dollar raffle style lottery game,” Maryland Lottery Director of Communications Carole Everett said. “And it has the best odds out of everything we?ve done to win a million bucks.”
The Countdown to Millions game offers a limited number of tickets (420,000) for sale for a limited time (April 26 through June 21). The drawing, which takes place on June 21, will award four $1 million prizes.
“The public in general is overloaded with advertising messages, and sometimes I think that the subtlety of the message speaks volumes,” Everett said. “The clocks will peak people?s curiosity, and it?s simple, cost-effective, and easy to do. It?s what any good communications person would do to get the most bang for your buck without using the buck.”
University of Baltimore marketing professor Dennis Pitt says guerilla marketing can be a great way to get people?s attention.
“It?s also called undercover marketing or stealth marketing, and basically uses any tactics that are unconventional to promote a product,” he said. “It?s doing something unique that gets people talking.”
Other aspects of the campaign include radio and television promotions, print advertisements and more.
“One of the reasons we think the Maryland Lottery is so successful is because we are constantly pushing the envelope and trying new stuff,” Everett said. “There are so many other things out there to grab people?s attention and we like to come up with ways to keep people excited.”
Maryland Lottery
www.mdlottery.com
410-230-8800
