Powerball and Mega Millions Focus Groups
Report
November 2009
Table of Contents
Background and Objectives
Methodology
Executive Summary
Detailed Findings
Powerball
Mega Millions
Mega Millions Messaging
What’s Your Dream?
You, Free to Do It All
Dream More
Get In On It
Big Enough For You and The People You Want To Share With
Hey, You Never Know
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 2
Background and Objectives
Beginning in early 2010, Mega Millions will be offered in Minnesota,
along with Powerball.
Focus groups were conducted to:
Determine Powerball associations, motivations for playing and play
behavior;
Gain initial impressions of Mega Millions;
Evaluate a variety of potential marketing ideas for Mega Millions
The marketing concepts tested were:
What’s your dream?” (without images only)
“You, free to do it all” (with and without images)
“Dream more” (with and without images)
“Get in on it” (with images only)
“Big enough for you and the people you want to share with” (with and
without images)
“Hey, you never know” (with and without images)
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 3
Methodology
Four groups were conducted over two nights (two per night)
Between 8 to 10 participants per group
Had completed the MUSL survey online (for Minnesota) and agreed
for a possible re-contact to participate
Participants from MUSL list were re-screened for segment
identification using the algorithm
Groups held downtown Minneapolis
Group # Segment Date Time
1 Practical Spectators and 11/17/09 6:00pm
Contented Samplers
2 Dedicated Dreamers, 11/17/09 8:00pm
Social Thrill Seekers and
Cautious Players
3 Practical Spectators and 11/18/09 6:00pm
Contented Samplers
4 Dedicated Dreamers, 11/18/09 8:00pm
Social Thrill Seekers and
Cautious Players
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 4
Executive Summary
Mega Millions Positively Received; Messages Should be
Personal and Friendly
Most liked the Mega Millions game concept, and said they would try
it either in addition or in replace of the games they currently play.
Most respondents identified Mega Millions as similar and very
comparable to Powerball in terms of how it is played and the prizes
available.
Positively received Mega Millions messages were personal, gave
participants a feeling of control, incorporated dreaming, and were
relatively lighthearted.
Messages with “you” or “your” made it feel like Mega Millions was
directed at them and participants liked that.
Participants did not like messages that limited their options and/or told
them what to do (share with family or dream “more”) because they felt
less in control.
Messages that were too open-ended removed a sense of control; people
were intimidated by all of the options they might have to choose from.
Participants did not like messaging that they felt was condescending or
spoke down to them (i.e. using the word “hey”)
Participants preferred messages that mentioned “dreams” or “dreaming”
because they identified it as a prime reason for playing.
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 6
“What’s Your Dream” Was Most Popular; Was Personal
and Incorporated Dreaming Aspect
“What’s your dream?” was the most positively received message; it
was personal, provided a sense of control, and seemed friendly.
The groups that did not see the “What’s your dream?” concept
gravitated toward “Dream more” and “You, free to do it all”, reinforcing
the need for ideas to be personal and encompass dreaming and
freedom.
For an idea to be received well, it did not necessarily need to be
unique; rather, it just had to speak to people appropriately.
For example, most respondents recognized the theme of “dreaming”
was not a unique one but it was still relevant and important.
“YOU”
DREAMS SUCCESSFUL
FREEDOM MESSAGE
FRIENDLY
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 7
Detailed Findings – Powerball
Top-Of-Mind Powerball Associations
“Many states”
“Big money” “Red ball”
“Big billboards”
“Millionaire”
“Natural “Birthdays”
“Office pool”
resources” (PB
profits go back to
state)
“No chance/small
chance to win”
“Dream”
“Adrenaline” “Jackpot”
“Wind fall” “Big money”
“Odds”
“Life changing”
“Quick pick” “Lucky numbers”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 9
Powerball Impressions and Play Behavior
Impressions of Powerball were generally positive, even though
participants had little confidence they would ever win a large amount
of money.
Instead, participants felt playing gives them an ability to dream and forget
about daily pressures or troubles.
“When I get home and have a little break in my day I dream
about what I could have.”
Factors for playing Powerball include proximity to a location that sells
Powerball, whether they have spare change and the current jackpot
amount.
Participants do not often go out of their way to play Powerball; instead
they will purchase tickets if they have cash on hand and if it is a part of
their daily routine.
This is particularly true for the Practical Spectators and Contented Samplers;
they viewed Powerball purchases as much more of an opportunistic or
impulse buy than other segments.
“I’ll play when I look in my billfold and I have an extra dollar.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 10
Powerball Impressions and Play Behavior, ctd.
The varying jackpot amounts change play behavior for many
participants.
Many decide to play after the jackpot reaches a large number such as $100
million because they are more aware of the game and they want to join in the
excitement.
“When you see [the jackpot] on the billboards and that it is big I
buy more. You can’t win if you don’t buy one.”
However, others decide to stop playing Powerball once the jackpot reaches a
certain amount because they feel the odds get worse as more people join in
playing.
“I tend to not buy at higher levels, I feel like the odds are worse.
I buy when it’s low – I’d still be happy if I won $50 million.”
Another factor for playing is whether their company has an office
pool; many play to be social and have something in common with
coworkers.
“We have fun debates about who would get what, etc.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 11
Underlying Associations and Motivations for Playing
Powerball
To further understand the motivations for playing Powerball,
participants were asked to complete a mind map – a type of free
association exercise.
Among the Practical Spectators and Contented Samplers, the
motivations were practical and somewhat limited.
Several participants mentioned having a little dream and the fact that
there was little risk involved in Powerball because it only costs one
dollar.
There were multiple mentions of giving to charities, saving for
retirement and providing for family. They also liked knowing where
the lottery proceeds were going.
Respondents admitted these were more of an afterthought, not
necessarily motivations for playing. Still, they are an important part of
the thought process when they bought a ticket.
For many, giving back and sharing with family is already part of the
“dream”, even if it is more practical.
“Knowing where the money goes doesn’t make me play more
but it keeps me from playing less.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 12
Underlying Associations and Motivations for Playing
Powerball, ctd.
Playing for fun and the ability to dream big were more prominent
motivations for the Dedicated Dreamers and the Social Thrill-
Seekers.
There were many mentions of fun, dreaming, freedom, and playing
Powerball as an escape tool.
When describing dreams, there were more mentions of luxuries and
travel than paying bills and saving for retirement.
“If you don’t have dreams, what are you living for?”
“The thrill is imagining what I’d do if I won the money.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 13
Example of Mind Map – Group 1
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 14
Example of Mind Map – Group 2
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 15
Example of Mind Map – Group 3
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 16
Example of Mind Map – Group 4
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 17
Detailed Findings – Mega Millions
Top-Of-Mind Mega Millions Associations
“Expensive” “Retiring” “Big”
“Multi millions”
“Chance”
“Similar to
Powerball” “Lots of money”
“Wealth”
“East coast”
“Big payouts”
“What if?”
“Larger odds”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 19
Mega Millions Initial Impressions
As expected, participants were generally not very familiar with Mega
Millions and had low awareness of the game.
Once introduced to the game, participants saw it as very comparable to
Powerball.
They recognized it was very similar in terms of how it was played and the
prizes available.
“It’s almost the same game just with a new name”
Some also noticed that Mega Millions had slightly better odds to win the
jackpot but lower odds overall.
“Odds are little better but not by much”
The most compelling features of the game were that it cost one dollar
and that it was available two extra days a week (in addition to Powerball).
“The first thing I thought was that now you can play on
four days of the week”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 20
Mega Millions Initial Impressions, ctd.
Nearly everyone said they would try playing Mega Millions, either in
addition to or instead of Powerball.
A few participants said they would play whichever game had the higher
jackpot.
Many indicated their purchase would depend on the day of the week. For
example, if they had to purchase gas or if they just received their paycheck.
This was especially true of the Practical Spectators and Contented Samplers, who
are more impulsive in their lottery purchases.
“I would try just for something new, because it’s so
similar.”
“It would depend on that day. If I got gas on a Tuesday,
then I would play for that drawing.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 21
Detailed Findings – Mega Millions Messaging
“What’s your Dream?”
“What’s your dream?” was received the most positively among Groups 3
and 4 (the only groups to view this message) for a variety of reasons.
Having the word “you” in the message made it connect to each participant.
“It’s upbeat and more personal. It makes it seem like
anyone can win.”
Putting the message in question form seemed to be asking of their opinion, as
opposed to a general statement or a demand. This was deemed positive
because participants felt included and respected.
“Asking a question is involving you.”
Asking them to think about their dream allows them the freedom to create
their own ideas of what winning would provide them, instead of suggesting an
idea (share with family, do it all). It also speaks to everyone.
“Everybody dreams so it is universally appealing.”
Furthermore, asking for a specific dream instead of all dreams (or to dream
“more”) allows it to be less overwhelming.
“Emotionally I feel like I have more control.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 23
“What’s your Dream?” ctd.
Participants suggested a variety of different visuals that could
work with this message.
Many liked the idea of highlighting multiple people and their dreams
to make it seem like everyone’s dreams are valued.
“Focus on a few people and what their dreams are –
someone graduating, opening their own business, charity,
raining money in the living room...”
In particular, some participants wanted to show “real” people and
their dreams, not just actors.
“Show people off the street – ordinary people. What’s
your dream? What’s yours?”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 24
“You, free to do it all”
This message was also popular because it was personal and open-
ended. However, the “all” aspect made it seem too open-ended, which
was overwhelming for some.
Participants liked that it said “you” because they felt in control.
“I like that it says ‘you’. Centers on the individual…you
win, you can do whatever you want.”
The word “free” made people think of freedom, which many liked.
“Free is an element in our culture that is idealized.”
A drawback was the “all” aspect. Many participants felt that they would
have to do everything, which seemed daunting, especially for older people.
“All is just too much to do. It makes you feel exhausted.”
Another potential issue was the sentence structure, particularly the comma.
“It’s poorly worded … and awkward.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 25
“You, free to do it all” ctd.
Visuals for this message centered around doing many active things,
and focused less on relaxing images.
Most participants thought this was best suited for a risk taker, with visuals
like skydiving, traveling, and kayaking.
“Have a bucket list and show them crossing things off.”
For some, the phrase “do it all” was not in line with doing “nothing” like
relaxing on a beach.
“You’re not doing anything when you are sitting on a
beach. And you have to do it all.”
The overall concept of this message was generally more appealing to
the Dedicated Dreamers and Social Thrill-Seekers, perhaps because it
appealed to their active nature.
The other segments were more likely to find it condescending and
exhausting.
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 26
“Dream More”
The concept of “dreaming” emerged often in the first part of the groups
but this particular message did not resonate with respondents as well
as some others.
The overall concept was received well because the theme of dreaming is so
universal but it did not stand out to participants.
“The concept is not necessarily unique. Everyone wants a car
and a nice home. But that’s not a problem, we all want similar
things.”
“If I saw it in the newspaper I would glance past it.”
This concept conveyed a sense of endless possibilities. For some that was
a positive; others did not like the open-endedness and preferred something
more specific.
“I analyze everything. If it’s that wide open, I don’t’ like it.
I need more specifics.”
“Mega [in Mega Millions] and More go hand in hand.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 27
“Dream More” ctd.
Some thought the message was commanding and felt it was telling you
what to do rather than asking you.
“I don’t like that it’s telling me to dream – if anything, I
want them to tell me I’m going to win.”
“It reminds me of ‘dream on.’”
When asked for visuals that would work with this idea, participants
suggested a variety of themes.
Among the suggestions were dollar signs, piles of money, nice cars and
beach scenes.
Blue skies and rainbows were also mentioned to highlight the idea of
“endless possibilities.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 28
“Get in on it”
Groups 1 and 2 were the only groups to view this message and
had mainly negative associations.
The idea of participating and joining in as a group activity was
unappealing for most participants.
Many said the decision to play was an individual one and they felt there
was peer pressure to play from this message.
“I don’t want to think of other people playing – I’m playing for
myself.”
However, a few participants did like the idea of getting involved with
others playing, especially for higher jackpot levels when participation
and excitement grows.
“It’s not that appealing because it’s crowded. But others may
like it because that’s the time when they buy – when it’s really
high and everyone joins in. Everyone’s talking about it.”
With regard to phrase itself, many thought it was tricky to pronounce
and boring.
“Too many small little words.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 29
“Get in on it” ctd.
As a result of seeing the phrase already tied with specific
images, participants had a difficult time separating the images
from the overall message. This also limited suggestions for
other visuals.
They found the images of groups of people hectic and crowded, and
they did not want to associate this with Mega Millions.
“They don’t jive with ideas of Mega Millions. Makes me think
Christmas shopping at a mall.”
As an alternative, some suggested images that brought out the idea
of excitement such as being on a roller coaster.
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 30
“Big enough for you and the people you want to share
with”
While the heart of this message appealed to some participants,
most had trouble with the length and idea that they have to share.
The idea that a player’s winnings should be shared with others
resonated with some participants; it made them feel that playing was
not a selfish act.
“It’s bringing it back to not such a self-centeredness. I can
give back to my community. Sometimes you forget that.”
“It strikes the altruistic chord.”
However, the message focused solely on the sharing aspect, which
was limiting and made people think they have to share.
For many, the idea of sharing with loved ones is implicit in winning but they
did not want to be told to do it. They felt some loss of control by being told
what to do.
“Sharing is secondary. Lottery is a ‘me’ proposition.”
“You’re obviously going to share. But I don’t want to see that. I want
to think when I win I have no idea how I’m going to spend all that.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 31
“Big enough for you and the people you want to share
with” ctd.
Another issue was that participants did not like “big enough” because they
felt that it was a subjective term and what could be big enough to one
person is not always the case to another individual.
“Who is to say what would be big enough for me and the
people I want to give it to?”
Lastly, the message was deemed too long and wordy. Participants said
they probably would not pay attention to a message that long at a gas
station or other locations that sell lottery tickets.
“Shorten it. Something like ‘for you and the people you love.’”
Visuals centered around large groups of people, or giving to family
members, but this was not always a positive image.
Many participants saw a grandparent or parent being able to pay for their
children’s education. Others saw giving to charities or sharing the money
with their office pool or celebrating with large groups of people.
“I think of Verizon – everyone has their group with them.”
However, participants also worried about distant family members or other
people pressuring them for their share.
“Makes me think of people coming out of the woodwork.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 32
“Hey, you never know”
While some participants felt this message reinforced the notion that
anything is possible, most were not receptive towards it.
For those that play because they believe anything is possible, this
message reinforced their reason for playing.
“That’s how I justify it to myself – it could be me.”
Participants had mixed reactions to the sentence structure.
The use of the word “never” was unappealing because it implied negativity.
“There is a negative in the phrase which throws me off.”
Some disliked the use of the word “hey” because they thought it was
condescending, but others thought it was casual which made it seem
approachable and relatable.
“It almost sounds like they are talking down to us.”
“I like it, it seems friendly.”
Even though they saw this message as honest, some felt it was too
honest and reminded you that your chances of winning were very low.
“It’s like the opposite of ‘dream more.’ ‘Dream more’ expands
possibilities, but with this one you just have one chance.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 33
“Hey, you never know” ctd.
Some also pointed out that the message did not do a good job at
explaining the game Mega Millions, especially to a new audience.
“If I didn’t know about the game, I would think this is a
really weak advertisement.”
Visuals suggested for this message included an individual
shrugging their shoulders, a question mark or something located
far off in the distance.
Overall, participants had some difficulty coming up with their own
images without seeing them connected to the phrase.
“Reminds me of that hillbilly show where they struck oil
and I don’t like that visual.”
Regarding the supplied visuals, some did not like the dice image
because it reminded them of gambling, which they did not want to
associate with playing Mega Millions.
“Dice makes me think of the seedier side of gambling.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 34
Brainstorming New Ideas
Towards the end of the groups, participants were asked to come
up with their own idea for Mega Millions – either by adding to the
existing ideas or coming up with brand new ideas. Among their
suggestions:
“YOU could be the one.”
“You, feel free to dream too!”
“Be your own social security.”
“Mega Millions. Mega Fun. Mega Payoff.”
Mega Millions. Dream big, you never know.”
What would you do if you won?”
“Big enough to share.”
“You should advertise with celebrities.”
“Show advertising talking to people on the street about their dreams
– it’s realistic.”
“Show a man in a cubicle who sees yellow lights. He spins around
in his chair and sees a yellow brick path through the office and out
the door.”
Minnesota State Lottery Powerball and Mega Millions Focus Groups 2009 35