La Fleur's Lottery World
    Twitter LinkedIn RSS
    Saturday, May 21
    LOG IN: Purchases & Subscriptions
    La Fleur's Lottery World
    0 Shopping Cart
    • Home
    • Conferences
    • Magazine
    • Store
    • My Purchases
    • White Pages
    • Cart
    La Fleur's Lottery World
    0 Shopping Cart
    You are at:Home»News»Lottery Biz»Florida Lottery’s $50 Scratch-Off Advertising Strategy
    Lottery Biz

    Florida Lottery’s $50 Scratch-Off Advertising Strategy

    March 28, 20222 Mins Read
    Facebook Twitter LinkedIn Email

    In late February, the new first-ever $50 scratch-off ticket in Florida, 500X THE CASH joined the X THE CASH family of games. “Our goal with this ticket launch was to leverage our prior success and equity of the X THE CASH brand,” explained Everett Williams, Director of Advertising and Marketing, Florida Lottery.

    Florida Lottery introduced the first X THE CASH family in July 2012 and has since produced five iterations of the cash multiplier family. With the release of 500X THE CASH, the Florida Lottery launched its most XTREME marketing campaign ever!

    “This campaign will run for a six-week flight and focuses on highlighting extreme moments — to leverage the idea that this is truly our biggest and most extreme ticket to date,” said Williams. This campaign includes a new TV strategy which consists of FOUR unique spots that are 7.5 seconds each that will be stitched together to create two :15 second spots, as well as :15 second versions of each “scenario” for a total of SIX different spots! To raise awareness, the :15 second extended cuts will be used on CTV and pre-roll to optimize coverage without flooding the market with too many versions in one media area.

    “As part of our social media engagement, we are producing two “Scratch Factor” livestreams — where three contestants will be putting their courage to the test by participating in extreme scratch ticket challenges that involve a host of creepy crawlers including live snakes, worms, and edible crickets! The livestream shows will be broadcast on our Facebook page for the viewers to follow along and enter to win prizes,” he explained.

    The TV production for this campaign was full of its own challenges as well. “The extreme scenes, conceived and created by our Advertising agency PPK, included a live contortionist shooting a bow and arrow with her feet! And also a man playing the clarinet while covered in thousands of live bees! The bees were brought on set and controlled by a professional beekeeper. For production efficiencies and for safety reasons these shoots were done at a studio location, and the backgrounds were placed in post-production,” ended Williams.

    Bow/Bees

    Wrestler/Jump Rope

     

    Share. Facebook Twitter LinkedIn Email
    Previous ArticleNew Hampshire Lottery Launches $25 Granite State Premier
    Next Article Scientific Games Bringing Classic Mattel Brands To More Lottery Games

    Related Posts

    Quote of Week: Isabelle Jean, Loto-Quebec

    May 20, 2022

    Arkansas Scholarship Lottery Launches New “Play, Scratch, Win” Instants Brand Campaign

    May 18, 2022

    Scientific Games Chief Administrative & Compliance Officer Stephen Richardson Appointed to National Technology Security Coalition’s Board of Directors

    May 18, 2022

    Comments are closed.


    Subscribe

    La Fleur's will respectfully update you twice a month on lottery industry news, data reports, and conferences.

    Quote of Week: Isabelle Jean, Loto-Quebec

    Arkansas Scholarship Lottery Launches New “Play, Scratch, Win” Instants Brand Campaign

    Scientific Games Chief Administrative & Compliance Officer Stephen Richardson Appointed to National Technology Security Coalition’s Board of Directors

    About
    About

    Your source for lottery industry news, data, and conferences.

    We're social, connect with us:

    Twitter RSS LinkedIn
    Contact Information

    343 Community Center Ave

    Gaithersburg, MD 20878

    301-610-6070

    byron@lafleurs.com

    Popular Posts

    Quote of Week: Isabelle Jean, Loto-Quebec

    May 20, 2022

    Arkansas Scholarship Lottery Launches New “Play, Scratch, Win” Instants Brand Campaign

    May 18, 2022

    Scientific Games Chief Administrative & Compliance Officer Stephen Richardson Appointed to National Technology Security Coalition’s Board of Directors

    May 18, 2022
    Copyright © 2022 TLF Publications.
    • About Us
    • Returns Policy
    • Privacy Policy
    • Terms and Conditions

    Type above and press Enter to search. Press Esc to cancel.