Susan Singley, Director of Advertising, North Carolina Education Lottery
In October of 2025, the NCEL added Double Play to our Powerball game. To promote the new add-on to players, play slips were updated, and signage (POS) was created for all retail locations. Lottery vending machines included an attract-screen video to communicate Double Play’s benefit. To raise awareness beyond retail, the new feature was advertised with digital display and video through Meta and pre-roll. Since Powerball Double Play launched, sales in NC have aligned with the national average at 14.3%; however, that percentage increased following the high jackpot run in December, averaging 16.2% post-jackpot.
We chose an aspirational and imaginative tone for the Millionaire for Life launch. At the center of the campaign is a broadcast spot built around a playful “Yes, and…” concept that explores a life made possible by winning a million dollars a year for life. As each idea escalates — from practical upgrades to once-in-a-lifetime experiences — the spot captures a sense of optimism, possibility, and shared excitement, reinforcing the life-changing potential of the prize. In addition to Broadcast, Cable, and OTT, our ad campaign includes terrestrial and streaming radio, Meta, Display, and YouTube.
Beyond the elements developed for awareness, the television creative is supported by a series of gamified, Millionaire for Life-branded social posts that pose the same question: “What would you do if you had a million dollars for the rest of your life?” Audiences are encouraged to comment and share for a chance to win a gift card, which can be used for Millionaire for Life — extending the broadcast idea into an engaging, conversation-driven digital experience that builds awareness and excitement for the new game.
Our first week of Millionaire For Life sales totaled $1,581,300. This is more than 150% increase over Lucky For Life sales for the previous week.