NEW YORK LOTTERY CAMPAIGNS

LIVE & UNTANGLED

Winning a lottery scratch off can make even the hardest holidays moments feel better, instantly.

LOTTERY LURES

This timely activation harnessed a hot trend to engage aimless New Yorkers — and to sell Lottery tickets.

ACTIVATING OUR

FOOTPRINT

NY Lottery scratch-offs are at hundreds of magazine stands around NYC. So are Pokestops. We realized we could get people to walk towards our locations by simply making a Pokemon Go account and dropping Lure Modules near Lottery retailers. People inevitably showed up. There, they found a new kind of Lottery scratch off game, Gold Castle Augmented Reality Scratch off.

YOU’D MAKE

A WAY BETTER

RICH PERSON

We found that real examples of real wastes of money made for great parody, even though they weren’t. Each touchpoint was another reminder that if you won the NY Lotto, you wouldn’t waste it like some obnoxious rich people do.

To complement the brilliant TV spots (shown above) from Mat Bisher’s team at McCann, MRM took to the web. The Obnoxious Burger campaign included banners, social and landing pages.