New York Lottery created a movie themed ticket, so my partner Dan and I launched it by creating a suspenseful movie trailer where a winning ticket goes missing.
Directed by real life movie director James Gray known for Ad Astra, The Lost City of Z, and We Own the Night.
We brought movie tropes into every aspect of the campaign.
Players began asking, "Whodunnit?" So we created a true crime podcast to help them solve the mystery. Listen to the podcast we created on Spotify.
Within the first five days of the launch, the extension resulted in 96% positive sentiment and 3.263,798 total impressions.
Written by Kassandra and Angus with creative direction from me.