One of the major barriers for lottery instant games is the astronomical odds of winning anything, much less a large prize. For the Illinois Lottery’s Cash Spectacular game, our challenge was not only to convince players that they had a decent chance of winning, but that the extremely steep ticket price, $30 per ticket, was worth it.
Our solution was to visually dramatize the number of potential prizes that would be given away as a way to overcome players’ skepticism that they couldn’t win.
The result was a complete sell-out of the game.
Television
Location Specific Outdoor
Sample In-store Communication
In-Store Lighted Banner.
Multi-Ticket Machine Banner.
Counter Ticket Machine.
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