By Colin A. Young, State House News Service
BOSTON (State House News Service) — The Massachusetts Lottery is giving players a new way to win a cash prize: by writing a jingle to be used with the Lottery's latest advertising campaign.
There's up to $5,000 in it for the "Sound of Winning" contest winner, in addition to having their jingle be used as part of the Lottery's "State of Winning" advertising and social media campaign. The Lottery said the jingle should be an original piece that "embodies the dual state of winning that the lottery creates for players as well as cities and towns."
The contest opened this week and submissions will be accepted on the Sound of Winning website through March 6. Finalists will be announced March 30 and a public voting period will take place through April 3. A winner will be announced on April 17.
Lottery Chief Marketing Officer Ed Farley said the Lottery had a radio jingle for The Numbers Game in the late 1980s and early 1990s, but that faded from public use over the years.
"What we want to do with the State of Winning is extend it and try to bring in a new audience of players through incenting them to create a jingle for the Lottery," Sid Murlidhar of Connelly Partners told the Lottery Commission on Wednesday.
Connelly Partners is the firm behind most of the Lottery’s recent ad campaigns, including the recent effort to promote the nearly $1 billion that the agency produces annually for cities and towns. The "State of Winning" campaign has already included an eight-foot-tall display of Massachusetts made from $1 billion in "mock money" in Copley Square.
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