The Florida Lottery created its 2022 advertising campaign for the Florida X the Cash Family with the Holiday Cash Bonus Play.
“The idea of gift giving is always great, but this year we wanted to go a step further by tapping into the magic of the holiday season,” said Amber Seale, Deputy Secretary of Marketing, Florida Lottery. “So we based our campaign around the idea of experiencing those magical holiday moments. Our TV spot connects the magic of holiday snow with the fun of scratching scratch offs! With these new Florida X the Cash Scratch-Offs featuring multiple price points and large prizes, plus a Bonus Play component, we encourage our players to discover the magic for themselves or give some holiday magic to a friend or loved one (18 or older, of course!).”
This theme of discovering the magic is a common thread throughout all the creative assets including our social campaign where we use the idea of magic in a unique way. Nothing says “magic” better than… a live magic show! “Our players will tune into this holiday livestream extravaganza, to experience some magic ﬁrst-hand. Our stylish and charismatic host, Keith Kong, is a real-life magician and mentalist who will perform tricks revolving around the new Florida Lottery Scratch-Oﬀs. To encourage engagement, our audience will be able to interact with the show as it’s happening live and enter to win prizes. The show will also feature an in-studio audience to give it a big-time feel. We go live on Facebook December 7th and 14th so be sure to tune in!,” said Michael Lewis, Advertising Manager, Florida Lottery.
This campaign was produced with the help of the talented team at the Florida Lottery’s advertising agency PPK. The campaign flight started on 11/1, and will run through the Holidays.