By comparing the $8 Million Money Maker to a luxury fragrance, we created a world of opulence and style, helping position the scratch-off among the finer things in life.
The campaign stretched across POS and social. We even developed an online game in which we place the scratch-off among emeralds and gold to create a iSpy-like experience where fans could interact and spot the scratch-off in order to win prizes.
Art Director:
Rachel Morgan
Copywriter:
Brian Denison
Creative Director:
Rachel Hickey
