The Cash Court
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New York Lottery
Champions of Cash
Champions of Cash isn’t a traditional lottery game, targeting traditional lottery players. It’s a scratch-off ticket that unlocks four 3D sports games to play on your phone.
The Lottery's ambition was for Champions of Cash to be the gateway game that got millennials into the wider lottery portfolio. Problem: although they’re aware of the Lottery, millennials rarely play.
Millennials only play the Lottery when it’s on the news, like when they see a huge jackpot and buy a ticket with their friends or join an office pool.
If millennials only play the lottery when it’s on the news, we need to land in their news feeds.
Bringing the Idea to Life:
“Cash Court” immersed real-world New Yorkers in our 3D-world gameplay. The stunt was inspired by a short video we shot to demo the game (still in beta) to creatives during our briefing. Together, we turned a stunt idea without a home into a social-forward roll out.
Content from the stunt was captured, cut, and promoted on targeted social feeds. Additional content was created to further immerse users on gameplay mechanics (360 photo), announce giveaways (360 audio) and educate users on the app (retail support).