The $1,000,000 Sweep Life

Published October 17, 2024

Atlas Experiences is thrilled to introduce its newest multi-jurisdictional second chance promotion: $1,000,000 SWEEP. Designed to drive retailer engagement, create unforgettable winning moments, and generate widespread media coverage, $1,000,000 SWEEP is set to be a game-changer for North American lotteries. Partnering with Fremantle’s iconic game show, Supermarket Sweep, Atlas brings a wave of nostalgia to the lottery industry, giving players cash prizes, free groceries and the chance to live out the dream of their very own supermarket sweep game show.

The success of our own Lucky Pik game show led us to explore gameshow brands and Supermarket Sweep is a household name that has remained a pop culture staple for decades, making it the perfect match for lottery promotions. Game shows and nostalgia consistently resonate with players across North America, tapping into a sense of excitement and familiarity. Atlas is strategically leveraging the Supermarket Sweep brand to create a dynamic, multi-pronged promotional experience that builds excitement across all touchpoints – from retail locations to digital media campaigns.

The Retail Connection

Central to the success of this promotion is retailer engagement, more specifically acknowledging the industry's focus on expanding into grocery retailers. These retailers are key stakeholders in the lottery ecosystem, and $1,000,000 SWEEP has been designed to enhance and strengthen this critical relationship. By driving foot traffic and creating winning moments at retail locations with prizing that includes free groceries, this promotion benefits both players and retail partners.

By offering events like Mini Sweeps at retail locations, we’re not only generating excitement but also creating opportunities for retailers to actively participate in the success of the promotion. This promotion is about more than just prizes – it’s about building relationships with the retailers who help make lottery promotions successful. From special activations to engaging in-store experiences, retailers will play a vital role in making $1,000,000 SWEEP a memorable and impactful event for players.

To further amplify engagement, $1,000,000 SWEEP will be supported by a robust suite of point-of-sale materials and digital marketing initiatives that will drive awareness and build momentum.

Mini Sweeps: Local Engagement, Nationwide Impact

Atlas will provide turn-key activations, called “Mini Sweeps,” executed post-ticket launch, allowing players to participate in sweep-themed events at select grocery retailers, all while setting the stage for the final Mega Sweep event.

The Mini Sweeps will bring the excitement of Supermarket Sweep to life with digital game shows hosted at these retail locations across North America. Each participating lottery will host at least one activation, giving players the chance to experience the thrill of a sweep-style game in real-time. These smaller-scale activations serve to raise awareness for the promotion, increase foot traffic in grocery retail locations, and create buzz leading up to the final event.

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$1,000,000 SWEEP

The $1,000,000 SWEEP will give winners the chance to experience their very own Supermarket Sweep. Atlas will blend set elements from the iconic game show with its exclusive Lucky Pik game show platform, creating an elevated and unforgettable experience for contestants.

The event will feature an abundance of cash and grocery prizing, with the grand prize winner having a chance to take home $1 million. Additionally, each participating lottery is guaranteed to have at least one $10,000 winner. The final event will take place at a luxury hotel in Las Vegas, offering an unforgettable experience for players and a highly marketable destination event for lotteries.

A Diverse Game Strategy

$1,000,000 SWEEP Promotion can be executed through a variety of ticket strategies tailored to different lottery needs. Atlas aims to provide flexibility to all participating lotteries as they look to go to market with this one-of-a-kind promotion.

A single-ticket strategy allows for seamless brand integration across all ticket and marketing materials, with a clear and straightforward path to the second-chance promotion. However, for lotteries looking for a more robust approach, the $1,000,000 SWEEP can also be integrated into a family of games.

In a family of games strategy, the Supermarket Sweep brand would be incorporated across multiple price points. The family of games strategy would integrate the Supermarket Sweep brand across multiple price points, tapping into the existing core player strategies widely used in the lottery industry, such as "Jumbo Bucks," "Mega Cash," and "Mega Multiplier." By combining this proven structure with the exciting sweep theme and the recognizable Supermarket Sweep brand, the promotion is sure to bring a fresh and engaging twist to the player experience.

Family of games example:

Mini Sweep: Linked to a $2 price point.
Mega Sweep: Linked to a $5 price point.
Jumbo Sweep: Linked to a $10 price point.

This tiered strategy allows lotteries to maximize the sweep theme, driving engagement across multiple price points while maintaining strong retailer interaction.

A Timely Opportunity

In today’s economic climate, where inflation and rising costs are squeezing household budgets, there has never been a better time for a promotion that offers players the chance to win essential goods like groceries and retail gift cards. The prospect of winning free groceries for a year or grocery gift cards will resonate deeply with consumers resulting in a more impactful and engaging promotion. Additionally, the promotion serves as a platform for executing community outreach initiatives, reinforcing the lottery's goal of making a positive impact on the community.

Live The Sweep Life!

Atlas Experiences is excited to bring the Supermarket Sweep brand to the lottery industry in a way that energizes players and elevates retailer participation. As we continue to roll out $1,000,000 SWEEP, we invite lotteries to take part in this innovative promotion that promises high engagement and unforgettable experiences.

With industry webinars launching in mid-October to further detail the program and discuss opportunities, now is the perfect time to explore how your lottery can get involved.

If you’re ready to boost player excitement, drive retailer engagement, and deliver unmatched experiences, Atlas would love to talk to you about how $1,000,000 SWEEP can elevate your lottery promotions. Let’s create The Sweep Life for lottery players across North America!