New York Lottery: Is this you?

This case study shows how a simple activation campaign, born from the New York Lottery's Facebook community, helped get people more excited about low level jackpots and increased ticket sales.

New York Lottery: Is this you?

Caitlin Bishop

Campaign details

Brand: The New York LotteryBrand owner: The New York State Gaming CommissionLead agency: McCann New YorkCountry: United StatesIndustry: Lotteries, casinos, gamblingChannels used: Outdoor, out-of-home, Social mediaMedia budget: Up to 500k

Executive Summary

With all of the huge jackpots out there, who can get excited about just $7 million dollars? This lack of interest in low-level jackpots is known as "jackpot fatigue" and is an overall threat to the category and New York Lottery's business.

In reality, low-level...

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