The South Carolina Education Lottery (SCEL) launched Cash Pop in February. “Cash Pop is not a new game to the market, but here in South Carolina, we are putting a new spin on how we market the game,” said Josh Whiteside, Director, Marketing, SCEL.
Since this draw game is extremely simple, SCEL focused on a lifestyle approach to how it is advertising Cash Pop. Whiteside said the lottery is looking to attract a new player with this campaign in hopes that the audience says… “I want to be a part of that!”
“By using high end photography, abstract commercials shot at night and social settings of people living their lives, we hope viewers see the game as something approachable and not intimidating,” said Whiteside. “The color rush of pinks and blues brings a unique and modern feel to the advertising which is seen less in industry advertising, but more from our competitors in the c-store.”