Promo deal could lead to marketing tie-ins
HOLLYWOOD — MGM has forged a strategic alliance with lottery marketing firm Michael Jones and Co. to develop promotional relationships with lotteries Stateside and abroad.
“The promotional potential is enormous for both lotteries and MGM. This deal will be extremely advantageous in promoting MGM releases theatrically, as well as through other windows of release,” said MGM senior VP of worldwide promotions Mary Goss Robino, who announced the exclusive one-year pact Tuesday. “We look forward to bringing lottery players a new level of prizes and incentives to enjoy that are branded with MGM product,” she added.
“Movies and lotteries are perfect promotion partners,” said MJC prexy Michael Jones, a former director of the Illinois Lottery. “Both depend on creating excitement and providing entertainment with a broad base of consumers.”
One perk for the Lion’s new partnership is the opportunity for marketing tie-ins: Lottery instant tickets may feature prizes tied to MGM films, such as movie passes, for example.
Also in the pipeline are movie messages on lotto tickets, point-of-sale banner displays in retail outlets, special prize promotions and television and radio spots for selected pics.
Last year, state lotteries spent more than $400 million on promos and ads.