New York Lottery has always been in service of funding public education. To do this, we ensure that playership is strong for every game we launch. Given this, we set overarching objectives of increasing frequency of play among core players (goal: 29%) as well as bringing new players into the lottery (goal: 3%). In January, New York Lottery was launching their Xtreme Multiplier series of Scratch-Off Games. With each new ticket that dropped, the top prize multiplied, ranging from $5,000 to $5,000,000.

Our brief tapped into the mindset of our New York audience: The Maximizers. While they typically maximize everything in their life, the new year brings a period of minimalism - less travel, less outings, less indulgences - that feel like restrictions. With NYL’s Xtreme Multiplier series Maximizers can imagine more because cash wins can multiply to even more cash and top prizes grow more with each ticket drop.

This film was created with a mix of practical construction, and visual effects. It was critical that his invention felt like it was born from a wild idea, and his own two hands. In order to bring them to life in a believably human way, flaws and all, it was crucial that they were controlled by humans, not created with CGI. Each arm was maneuvered by its own puppeteer with choreographed movements to make all three work in unison for each take, giving a uniquely human, organic feeling to a mechanical contraption.

Our campaign was successful in helping us achieve our objectives of increasing frequency of play among current players and attracting new players to the New York Lottery. During the time period that coincided with our campaign, we saw current players of instant games increase to 30.5%, exceeding our goal of 29% by 1.5PP1. We also saw that new players of instant games increased to 4.1% exceeding our goal of 3% by 1.1PP1. Beyond that we even saw a 5.5PP increase in our Hispanic player base1.

Aside from playership, we also saw great media results. We had 48.8M impressions as well as 82% reach against New Yorkers 18+ across Linear TV, CTV, and OLV2 . And New Yorkers were engaged with our creative! We had 83% video completion rate and 15,000 clicks.