December 31, 2011

Background• Powerball® is updating its game beginning January 15th, 2012 with more millionaires, bigger starting

jackpots and better overall odds. Powerball’s price point is changing to $2. Players who want to play a life style changing game for $1 still have the option to play Mega Millions or a state Lotto game

What We’re Doing• Delivering an integrated advertising brief for the new Powerball that communicates the advances in the

game in 2012

Who We’re Talking To• The Jackpot Chaser, while reinforcing the loyal player

Behavior: Our player plays Powerball infrequently when the jackpot hits a certain level that’s motivating to them

• Attitude: They are an aspirational player, motivated by the possibility and the imagination of what they would do differently if they won the money

 

What Do We Want Them To Do/Feel?• Behavior: Play the “Enriched” Powerball – feel the motivation to “be part of it”.

Attitude: We want them to be triggered emotionally by Powerball – feel that it’s been enhanced to become more winnable – easily seeing the value in this new game

What Are We Going To Say To Them To Believe?• “IT’S AMERICA’S GAME”

POWERBALL HAS BEEN AMERICA’S GAME AND NOW WE’RE MAKING IT EVEN BETTER. • MORE. BIGGER. BETTER.

Why Should They Believe Us• Now with More Millionaires (NEW $1 million CASH second prize)….Bigger Starting Jackpots (It’s DOUBLED

from $20M to $40M)…..Better Overall Odds. (Now 1 in 31.8 vs. 1 in 35)

How Should It Feel?• Heightened sense of excitement. Dramatic, The thrill and fun of Powerball grows

Power Play• For an extra buck, add Power Play to the $2 Powerball to win even more, including a NEW $2 million match

5 cash payout

Legal Notes• The Powerball brand mark should always include the trademark symbol ®. There should be no alterations

to the current national mark (see the mark on top of this page), but marketing copy points (“Enriched” “New” “Updated”, etc.) may be used