Project Description

MDT Logo

Montana Lottery Ford Scratch Campaign

For the past six years, the Montana Lottery has introduced a summer promotion into their game mix. Each year the promotion includes a scratch ticket that is branded with an exciting product prize. In 2020, the promotion was a Ford 4×4 Payout Scratch Game and included an instant win prize of one Ford F-150 XLT SuperCrew truck along with an instant cash prize of $75,000 and multiple second chance cash drawings.

Elements

Broadcast/Cable Television • Radio • Programmatic Digital • Video
Streaming TV/HULU • YouTube • Streaming Audio/Spotify
Social • Digital Billboard • Outdoor Board

Montana Lottery Ford Scratch Campaign

For the past six years, the Montana Lottery has introduced a summer promotion into their game mix. Each year the promotion includes a scratch ticket that is branded with an exciting product prize. In 2020, the promotion was a Ford 4×4 Payout Scratch Game and included an instant win prize of one Ford F-150 XLT SuperCrew truck along with an instant cash prize of $75,000 and multiple second chance cash drawings.

Elements

• Broadcast/Cable Television
• Radio
• Programmatic Digital
• Video
• Streaming TV/HULU
• YouTube
• Streaming Audio/Spotify
• Social
• Digital Billboard
• Outdoor Board

:30 COMMERCIAL

The goal of the message development was for the creative to feel like it was about the Lottery game and not about advertising a truck. We wanted to focus heavily on the ticket itself and the excitement of winning. The concept developed was based on the ticket coming to life and was accomplished through a 3D animated environment. The ticket elements in the 3D ad became features on the ticket landscape, and the sound effects helped create a more tangible environment. Because of this strong execution of 3D animation, the media strategy was built heavily on using tactics to feature the video.

The goal of the message development was for the creative to feel like it was about the Lottery game and not about advertising a truck. We wanted to focus heavily on the ticket itself and the excitement of winning. The concept developed was based on the ticket coming to life and was accomplished through a 3D animated environment. The ticket elements in the 3D ad became features on the ticket landscape, and the sound effects helped create a more tangible environment. Because of this strong execution of 3D animation, the media strategy was built heavily on using tactics to feature the video.

DIGITAL AD

DIGITAL AD

FAST FACTS

In total, the Lottery had a 16% increase in tickets activated compared to the prior summer’s promotional game.

Ford Scratch Game activated 86% more ticket packs in the first 16 weeks than the previous 3 summer games.

The game had very strong sales for the Lottery, at $799,200 in total.

One-month digital campaign drove close to 2,000 clicks to the website.

Digital video had a view completion rate of 73.07% (benchmark was 60%).

The digital video used on social media had close to 600,000 video views and drove 1,660 clicks to the website.

FAST FACTS

In total, the Lottery had a 16% increase in tickets activated compared to the prior summer’s promotional game.

Ford Scratch Game activated 86% more ticket packs in the first 16 weeks than the previous 3 summer games.

The game had very strong sales for the Lottery, at $799,200 in total.

One-month digital campaign drove close to 2,000 clicks to the website.

Digital video had a view completion rate of 73.07% (benchmark was 60%).

The digital video used on social media had close to 600,000 video views and drove 1,660 clicks to the website.

:15 DIGITAL VIDEO

OUTDOOR BOARD