The Illinois Lottery was looking for innovative methods to keep their products top of mind and sell more product. In a fast moving society impulse purchase items like lottery tickets are hard to keep fresh in consumer's minds. Tribal DDB brought the notion of Mobile messenging to the Lottery to help them achieve these objectives. Players can go to www.illinoislottery.com and opt-in to receive winning numbers sent to their cell phones. All winning numbers are sent during the day time so players are given the value of being able to check their numbers is a subtle reminder to purchase another ticket. Finally, by virtue of getting the numbers on their cell phone we hope to capture the audience when they are our of their home and in a more likely position to buy a ticket.