Commuter Surprise and Delight

...and Win.

The Illinois Lottery came to OKRP to accelerate the growth of its instant ticket sales and remind Illinoisans what winning feels like. So how do you show that the Illinois Lottery is an exciting social brand with endless possibilities of winning? You create the World’s Largest Instant Ticket, the size of a small city apartment, and have unsuspecting people play for a chance to win amazing prizes.

OKRP created a larger-than-life instant ticket replica that offered 109 people a chance to scratch and instantly win a prize. OKRP knew the location of this one-day installation needed to be in a heavily populated area that saw consistent foot traffic. This criteria led to the James R. Thompson Center, home to thousands of employees and pedestrians commuting to and from the Chicago Transit Authority stop within the building.

Players interacted with the ticket installation using a custom Illinois Lottery scratcher in the form of a gold coin that could be used to scratch any of the 109 gold-foil areas. What was projected to last a full day, resulted in a ticket that was scratched in a matter of hours. Prizes ranged from unassumingly-labeled items, such as “SOCKS” that resulted in $300 in cash delivered via tube socks; one lucky winner even walked away with $1,000. Not bad for an every-day commute.

The World’s Largest Instant Ticket was a huge success. The one day event resulted in 109 happy participants, who eagerly shared their success stories on social media, extending the reach of our efforts. The event was filmed and repurposed to support the campaign in other media channels to bring awareness to the launch of a full suite of new instant tickets. The installation and advertising campaign helped increase sales for one of the new tickets up from skirting the top 10 of all Instant tickets on sale, to become the 3rd best selling ticket.

The launch of the campaign also helped increase overall sales. Although many factors came into play, the campaign aided in a week- over-week instant ticket sales increase of 4% ($1.4M) during the period of 3/2-3/9. The end result? A win for the people of Illinois. A win for the brand. And, definitely a win for the business.

Components:
16 x 50 ft scratchable installation (800 sq. ft), 109 winners/participants, 1,000+ impressions

Illinois Lottery - Anyone Can Win

CREDITS

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