Check out Lotterywest on Twitter and compare their engagement to Golden Casket and NSW Lotteries – two of the Tatts Group brands on Twitter – and you see different engagement. Whereas the Tatts brands promote their products, Lotterywest promotes products but with a strong community connection. The difference starts with the Lotterywest tagline: You play. You give. There are many Twitter posts that demonstrate the commitment to giving, and not all are from Lotterywest themselves, like this one fro the RSL:
While I am no marketing expert, I think there is an extraordinary value in the community engagement of Lotterywest and this value is seen in in-store engagement in newsagencies.