The best thing about the Week For Life Scratch-Off games is that they have prizes of up to $5,000 a week, FOR LIFE. And the longer the winners live, the more they win.
“We have always seen a lot of success leveraging the idea of longevity while promoting the Week For Life games. We’ve developed a strategy that highlights the games’ unique winning proposition through promoting wellness and vitality among our players.” shared Amber Seale, Deputy Secretary of Marketing at the Florida Lottery.
The Florida Lottery invited Jason Rodelo, a dance instructor, social media celebrity and a professional motivator, to help provide some wellness advice and motivation.
“With a proven track record of delivering motivation to hundreds of thousands of his followers across social media networks and a recent Ellen performance, Jason was the perfect fit to deliver the Week For Life message in a relevant, but unexpected way!” said Nicholas Stoeckle, Executive Director of Strategy and Innovation at PPK, the Florida Lottery’s creative agency.
The Florida Lottery and PPK developed, scripted, and filmed the original Week For Life Wellness Series. With a healthy dose of humor, motivation, and giveaways, Jason shared advice with Florida Lottery players on how they can live long and win on.
A new episode of the show was released every Monday on Facebook Premiere, allowing Florida Lottery players to tune in live. Together with the viewers, Jason jogged, cycled, stretched, and even practiced yoga, while scratching the Week For Life tickets. The show was promoted with paid and organic in-feed content, stories, chatbot reminders, and even animated stickers. The six episodes drove 2,557,220 video views cumulatively.
Alongside the traditional marketing vehicles, like OOH and broadcast TV, this digital activation helped the Florida Lottery sell over 30,723,038 Week For Life Scratch-Off tickets and surpassed its previous campaign sales by 6.7%. Most importantly, the campaign contributed $23,973,151 for Florida Education.