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Background

We were tasked to develop a novel and relevant way to promote Florida Lottery's new fan-favorite family of Scratch-Off games, Week For Life. A portion of every Florida Lottery ticket purchase gets donated to Florida education to help fund the Bright Futures Scholarship program. So the more people play, the more Florida students win.

  • Client

    Florida Lottery

  • Years

    2021

  • Industry

    Government

  • Services

    Influencer
    Digital

Insight

live long & win on

The best thing about the Week For Life Scratch-Off games is that they have prizes of up to $5,000 a week, for life. This means winners keep winning for the rest of their lives. And the longer they live, the more they win.

Approach

humor, motivation & giveaways

To help provide some wellness advice and motivation, the Florida Lottery invited Jason Rodelo, a dance instructor, social media celebrity and a professional motivator. Together, we created the Week For Life Wellness Series where we shared advice with Florida Lottery players on how they can live long and win on.

Execution

Tune in, tone up & scratch on

A new episode of the show was released every Monday on Facebook Premiere, allowing our players to tune in live. Together we have jogged, cycled, stretched, and even practiced yoga, while scratching the Week For Life tickets. The show was promoted with paid and organic assets, stories, chatbot reminders, and even animated stickers!

Outcome

the results are in...

This campaign helped the Florida Lottery sell over 30,000,000 Week For Life Scratch-Off tickets and surpass its previous campaign sales, but more importantly, it raised almost $24,000,000 for Florida Education.

  • $23,973,151

    raised for Florida education

  • 30,723,038

    tickets sold

  • 2,557,220

    video views

  • 72%

    views with sound on (beating Facebook average by 188%)

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