Family-owned lottery service provider Pollard Banknote Limited, has introduced a new Social Instants product to be aimed at helping lotteries appeal to the 18-34 year old emerging market and other users of mobile technology.
The new product is part of the company’s initiative to harnesses the marketing power of mobile and social media.
Pollard Banknote co-CEO Doug Pollard said about the new product in the release: “While Instant tickets have achieved growth of about 136 per cent over the past 10 years, emerging technology offers the opportunity for significant growth, particularly in the younger demographic…Our goal with Social Instants is threefold, yet simple.”
Social media has the unique ability to allow company’s to communicate with their customers in real time through popular social networking channels.
The Social Instants mobile app will scan instant tickets via Quick Response codes printed on the physical ticket. Using Pollard Banknote’s patent pending Quick Link technology, players will use their smartphones to scan the QR code which will prompt them to share winning moments and experiences with friends, or enter a second chance draw which may also integrate with the a lottery’s VIP club.
Doug Pollard described how the product would work in the release: “First, explode winner awareness via social media tools like Facebook, Twitter, or a lottery’s VIP site. Second, enable and encourage players to invite their friends and family to participate in the team play aspect. The third goal is to drive players back to retail outlets for purchase and prizes, to capitalize on lotteries’ biggest assets, their retail network.”
Nancy Bettcher, director of product innovation & development at Pollard Banknote added in the release: “We have collaborated with lotteries to form an interactive online presence. Our new Social Instants offering is a powerful tool that will help our business partners gain new customer bases, and retain existing ones.”