In the realm of lottery advertising, where the norm often gravitates towards polished, conventional product showcases, the Florida Lottery is breaking the mold with its latest campaign, “Scratching Series XTREME.” Collaborating with PPK, their agency of record, the Florida Lottery is embracing a social-first approach, injecting an element of adrenaline into the traditional lottery experience.
Picture this: people scratching lottery tickets at a whopping 140 mph on a race track. It’s not just a campaign; it’s an exhilarating journey that associates the thrill of high-speed racing with the excitement of playing the Florida Lottery’s X THE CASH games.
At the helm of this groundbreaking campaign is PPK, the creative force behind the Florida Lottery’s advertising endeavors since 2016. Their innovative approach has not only revolutionized lottery advertising but has also contributed to record-setting years for the Florida Lottery, translating into significant support for education through the Bright Futures Scholarship Program.
The action-packed scenes were captured at Tampa’s cutting-edge Motor Enclave, infusing the campaign with raw, unscripted energy. With a minimalist crew and agile camera equipment, the focus was on authenticity, delivering vlog-style content that resonates in an era craving genuine connections amidst a sea of curated content.
To ensure maximum engagement across various platforms, the footage was meticulously tailored into 10 videos, each optimized for specific screen sizes and social media formats like IG Reels and Facebook. By leveraging trending sounds and formats, the campaign seamlessly integrates into users’ feeds, capturing attention and driving interaction.
The campaign rollout began with a regional launch on social media, captivating audiences with teaser content on 3/11. The excitement crescendos with the premiere of the first full episode on 3/20, followed by the second episode on 3/27, with additional content slated for gradual release throughout the month.
Dubbed “XTREME,” this campaign isn’t just about scratching lottery tickets; it’s about pushing boundaries, igniting excitement, and redefining the lottery experience for a new generation. As the Florida Lottery continues to innovate and captivate audiences, one thing is certain: the thrill of playing just got a whole lot faster and more electrifying!
