This integrated campaign for the Illinois Lottery’s Mega Millions game was aimed at fighting against jackpot apathy. Research showed that most people only play when the jackpots become abnormally large, and that anything under $20 million really isn’t worth it.

Our team decided that if we physically showed what $20 million in cash looks like, it would be hard to ignore. Also, because the drawing is held twice a week, we thought it would be fun to show winners getting unexpectedly hit by “Cashalanches” twice a week.

The result was unprecedented levels of player involvement and sales growth.

Campaign Overview