Lucky for Life Scratchers
Most lotteries pay out a lump sum, but CA Lucky for Life pays out weekly - a format unfamiliar to most consumers. So we gave players a glimpse into the adventures of what getting paid every week would lead to. Winning $5000 a week for 25 years will change a person. It will also change a dummy.
We took over CA Lottery's Facebook page for the duration of the campaign. We created an introduction video by Tommy, our dummy, and continuously posted photos of his adventures living the lucky life. A rich media banner on various websites accompanied the effort showing a preview of his photos and pushed people to the Facebook tab.