The $1 million ticket is Instant Scratch-Its' richest prize. So, we created a rich user experience. Mirroring the same technique as a real scratch-it ticket, we created interactive page takeovers that let the user scratch away their old life to see what life would be like as an instant millionaire.

The idea uses Instant Scratch-Its unique game-play to reveal how your life could change if you won the top prize.

During the two weeks of the campaign, average weekly sales of the Royal Edition ticket were up 76% on previous average weekly sales.