Maximizing Momentum in the Volunteer State

Key Takeaways

• One of the elements of our successful long term vendor relationship with the Tennessee Lottery includes partnering on the VIP Rewards Program.
• Members can enter their eligible drawing-style tickets and non-winning instant tickets to earn VIP Rewards Points.
• VIP Rewards Points are used to enter monthly drawings called VIP Rewards Drawings, featuring prizes from event tickets to cash prizes.
• Second Chance Drawings and Play It Again! Drawings are additional drawing types within the program that offer members more ways to win with the Tennessee Lottery.
• Members can access all of these offerings at tnviprewards.com or by downloading our official TN Lottery mobile app, which allows members to conveniently manage their VIP Rewards Account.

Grow Membership, Retain Members and Increase Engagement

Since 2020, we have collaborated with the Tennessee Education Lottery Corporation on loyalty, mobile, portal and messaging strategies to drive its success and support its core mission of maximizing funds for education. The Tennessee Lottery has raised more than $7 billion for education since launching in 2004.

As a way to drive engagement and relevance within the marketplace, we work with the Tennessee Lottery on a loyalty program solution that allows players to create a VIP Rewards Account offering more ways for them to win. Players can access their VIP account via the TN Lottery mobile app, tnviprewards.com and tnlottery.com. Once logged in, VIP Rewards Members have the opportunity to enter tickets, earn points, and enter three types of drawings: VIP Rewards Drawings, Play It Again! Drawings and Second Chance Drawings. 

There are multiple ways members can accumulate VIP Rewards Points. Members receive one point for every dollar spent on eligible tickets entered. They can also earn points by using the “Refer a Friend” feature, participating in surveys and more. Additionally, points promotions are strategically implemented throughout the year to support sales initiatives for specific tickets. When members enter these specified tickets during a set period of time, a pre-determined multiplier is applied to the points received for that ticket. For example, on 2/3/23, members received 23 times the points on all $2 and $3 instant tickets entered.