Contact: Liz Leonard 312-368-5823
Jan. 13, 2012
CHICAGO, Illinois – A refreshed version of Powerball® game premieres this Sunday across Illinois. According to the Illinois Lottery, the game will create more millionaires by offering more million dollar prizes. The revamped game will start each jackpot at $40,000,000 and offer players slightly better overall odds.
With the new $2 Powerball game the second place prize, for people who match five numbers, will jump from $200,000 to $1,000,000. In 2011, Illinois had 24 second place winners who matched five numbers.
To announce the new variation and Powerball’s milestone 20th anniversary year, the Illinois Lottery localized a national branding campaign and produced its own creative; a commercial entitled Big Dreams. This spot will premier in seven markets throughout the state on Jan. 16 and will air during the highly visible Chicago broadcast of Super Bowl XLVI.
“The re-launch of Powerball gave the Illinois Lottery an opportunity to see what one of the outstanding creative agencies in the state, commonground, could do with a significant marketing challenge. Communicating a change in price and prizes is complicated, but they made it simple and visually beautiful,” said Michael Jones, Superintendent of the Illinois Lottery.
Commonground was awarded the multicultural Illinois Lottery business during the fourth quarter of 2011. “Commonground was excited to be given the assignment to announce the new Powerball changes to all the people of Illinois. We are also thrilled to work with the Illinois Lottery’s marketing team,” said commonground co-founder and managing partner, Sherman Wright, “We had read of big changes going on with the lottery’s creative point of view and were honored to be part of that effort.”
The Lottery filmed the spot between Christmas and New Year’s Eve in communities across the state filming in several Illinois towns and highlighting many state landmarks
As with all lottery games, proceeds from Powerball will benefit the Common School Fund and the Capital Projects Fund. To date, the Illinois Lottery has contributed over $16.4 billion to support education in Illinois.
Click here to view the Illinois Lottery’s new Powerball commercial, Big Dreams.
QUICK POWERBALL FACTS
• Introduced in Illinois on January 31, 2010
• 171 Illinois winners in 2011 with prizes over $10,000
• Jackpots will now start at $40 million instead of $20 million
• Odds are better at 1:31.8 from 1:35
• Generated approximately $11 billion for good causes since 1992
• Drawings are at 9:59 PM (CT) every Wednesday and Saturday
• All profits from Powerball in Illinois stay in Illinois to support education and capital developments
• Powerball is played in 44 lottery jurisdictions across the country
About Illinois Lottery
Founded in 1974, the Illinois Lottery has contributed $16.4 billion to the state Common School Fund to assist K-12 public schools, as well as the Capital Projects Fund. Players must be at least 18 years old.
Since its launch in early 2004, commonground has developed award winning marketing programs and advertisements for clients such as Miller Brewing Company, the Coca Cola Company, Bacardi USA, Alberto Culver, Nike, Mercedes Benz, Sprite and Quaker Brands.