Core Insights - The China Sports Lottery has launched the "2026 New Spring Season" themed scratch-off lottery marketing campaign, aimed at rewarding long-term supporters with both online and offline gifts [1][2] - The campaign includes a special promotion for Shandong province, where purchasers of designated zodiac-themed tickets can receive additional scratch-off tickets as rewards for winning specific amounts [1] - The total budget for the promotional activity is set at 4 million yuan, with the campaign ending either when the budget is exhausted or at the scheduled end date [1] Group 1 - The scratch-off lottery campaign is designed to enhance the festive spirit as the New Year approaches, providing a warm and engaging experience for lottery players [1][2] - The campaign features specific scratch-off games such as "Jum Horse Celebration" and "Success on Horseback," with varying prize amounts for each ticket type [1] - The promotional activity emphasizes a "stacked" reward system, allowing winners to receive additional prizes, thereby increasing the excitement of participation [1] Group 2 - The China Sports Lottery adheres to the principle of "from the people, for the people," ensuring that a portion of the proceeds (20%) from each ticket sold contributes to public welfare projects [2] - The annual "New Spring Season" event serves as both a brand initiative and a festive interaction with lottery players, reinforcing community support through the purchase of lottery tickets [2] - The campaign encourages social engagement, inviting families and friends to participate together in the lottery experience, thereby fostering a sense of community and shared joy [2]

Core Viewpoint - The "Honor and Heritage: 2025 All-Star Football Match" held in Linyi showcased a blend of competitive spirit, celebrity presence, and public welfare, attracting over 6,000 spectators and highlighting the integration of sports and charity through the event [1][2]. Group 1: Event Highlights - The event featured a star-studded lineup, including current players from Shandong Taishan and former national team players, creating a strong "star team" [2]. - Interactive elements such as one-on-one star interactions and a football carnival allowed fans to engage closely with their idols, enhancing the overall experience [2]. - The event culminated in a transparent lottery draw, where attendees witnessed the process live, reinforcing the credibility of the lottery system [2][3]. Group 2: Public Welfare and Brand Promotion - Linyi Sports Lottery utilized the event platform to promote public welfare initiatives, including donations for sports equipment to rural schools, aligning with their brand philosophy of "Public Welfare Lottery, Joyful Life" [1][3]. - The transparent lottery process not only showcased the integrity of the lottery but also strengthened public trust in the brand, as evidenced by audience reactions [3]. - The collaboration between the All-Star Football Match and Linyi Sports Lottery exemplified a successful integration of social benefits and brand value, aiming to foster the development of sports and cultural tourism in Linyi [3].