IL Lottery Draw, Play, Win
Best Experiential Activation
PCC Silver Trumpet
F
Fresh Ideas
For its “Draw, Play, Win” campaign, the Illinois Lottery asked FCG to create a fresh, new way for the brand to stand out at summer activations crowded with other brands and thousands of consumers. We came back with a 20’x18’x18’ larger than life Illinois Lottery modular Pot of Gold, a three-dimensional nod to the brand’s logo.
L
Leadership in Multicultural
The Pot of Gold was the gateway to the Lottery’s footprint, which was designed to appeal to a multiethnic, multigenerational audience. From the Slow-Motion Photo Opp to the Lottery Lounge with comfortable, branded seating to the Virtual Realty Experience – the activations had touch points for consumers across the brand’s broad socioeconomic profile.
O
Optimal Engagement
Consumers who completed a pre-event survey won a “Fast Pass” that allowed them to skip long festival lines and drove engagement. Once consumers reached our footprint, they were able to buy instant scratch-off tickets and online draw game tickets to drive Lottery ticket sales.
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Winning Outcomes
Total impressions were more than 35.6M with engagements nearing 460K. Our immediate return on investment for the brand was $1.5M. In one independent intercept survey, the Illinois Lottery was the #1 sponsor brand that respondents recalled.
