Taylor Bengtson, Senior Account Executiveīarbara McCaffrey, Senior Project Manager “We are not a boring lottery, that’s for sure,” said McCann. Lottery teams aim to create a real-life experiential opportunity based on the spots for consumers in New Hampshire. If you don’t know what you’re looking at, it makes you pay attention just because of the scope and scale of what it looks like,” said Matt Doyle, the co-founder of Big Brick Productions, who directed the ads. “If you’re flipping through your TV and you see it, you’re gonna perk up and notice because it has that visual appeal right off the bat. This campaign is one of their most unique productions, veering away from previous spots set in and around convenience stores or the home. Over the course of their approximately 30-year partnership, the agency and client say there’s been significant diversification in the type of ads they’ve created. Because of this, the brand treats its agency partners as an extension of its own team. The client’s current marketing team is lean, comprised of two employees who manage marketing, advertising and public relations. To win, contestants needed to land on one of 20 highlighted numbers on the board. In the “Keno 603” ad, contestants in giant zorb balls rolled down a 70-foot ramp leading to a massive Keno 603 board. In the ad, contestants navigate an obstacle course and try to evade a Joker, eventually arriving at screens where they can play the Queen of Diamonds e-instant game and hopefully reveal three Queens. The “iLottery” spot is a real-life version of one of the N.H. In the first, called “Scratch Ticket,” contestants attached to bungee cords attempted to launch themselves onto a life-size scratch ticket and be the first to reveal the three “Win” icons. Local comedian Juston McKinney served as the “game show host” in all three campaign spots. “We wanted to put them in this this sort of environment where the tickets were large, the Keno board was enormous and everybody was playing together and experiencing this gamification of the lottery in real life,” said Andrew Harris, creative director at GYK Antler. To produce it, the GYK Antler team created a massive set where contestants competed in a gameshow-style ad that state residents can view across TV, radio and social media. You know, the dream of winning? And are you game?” Maura McCann, marketing director of the N.H. “We needed a campaign that rose to the occasion to show how much the New Hampshire lottery offers and the energy behind it. With these additions, plus sports betting, the New Hampshire lottery is more robust. ![]() The campaign calls attention to three lottery products-scratch tickets, KENO 603 and iLottery. Lottery has become “larger than life” in recent years. Opponents argue that keno is too much like slot machines, and increases the risk of gambling addiction across the state.Ĭlick here to learn more about the debate over gambling in New Hampshireĭo you have an opinion on keno? Share your opinion in the comments below.The agency hoped to showcase how the N.H. Keno also provides much-needed education funding. Keno supporters argue that it benefits the economy by boosting business at restaurants and bars. However, in just the first six weeks of keno there were over $1 million in sales. Since there hasn’t yet been a full year of keno, there is not yet a full financial report. Before keno, all public kindergarten programs in the state were funded as half-day programs.Ĭlick here to learn more about debatees around early education and kindergarten in New Hampshire ![]() In particular, keno provides extra revenue for full-day kindergarten programs. The remaining 91% – minuses expenses – goes to school funding.Ĭlick here to learn more about school funding issues in New Hampshire 1% goes to the state for gambling addiction treatment and prevention. The licensee keeps 8% of the revenue from keno sales. The state then provides the keno equipment. Visit the NH Lottery website to learn more about the game of keno or to find where to play How does keno work in NH?īefore any bar or restaurant can offer keno, the town or city must approve the game.Īfter that, establishments with a valid liquor license can apply for a $500 annual license to offer keno. The more numbers players match, the more they win. A player may place a wager from $1 to $25 per game. The New Hampshire Lottery describes Keno as follows:ĭuring each KENO 603 game, players choose from one to 12 numbers, and every five minutes a computer randomly generates and displays 20 winning numbers from 1 to 80 on a video monitor. As of the summer of 2018, 63 towns and cities in New Hampshire allow keno at bars and restaurants. Keno sales started in New Hampshire on December 15, 2017.
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