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Special Project

Special Project
From the 10th Annual Shorty Awards

Cat Scratch Magic

Finalist in Gamification

Entered in Facebook Live


Last December, New York Lottery launched its holiday campaign with 'Bodega Cat,' the very sweet story of one New York cat's journey to share a little holiday cheer. To continue the journey across social, we created 'Cat Scratch Magic': a one-hour long, Facebook Live event where eight of the cutest cats from the Metropolitan area chose between two scratch-off cards from New York Lottery. Those who guessed which ticket the cat chose were entered to win a holiday Scratch-Off prize pack.

Strategy and Execution

After constructing a cat-sized living room and green room, we broadcasted on Facebook Live as we released our cats. Each cat was introduced by an in-studio play-by-play announcer. Our cats were then given the choice between two New York Lottery holiday Scratch-Offs. All our followers had to do was guess which Scratch-Off the cat would choose for the chance to win a Holiday Prize Pack—two sets of New York Lottery Scratch-Offs, one for the winner and one to be shared with a friend.

Throughout the broadcast, our team of community managers were on hand to respond live to over 16,000 comments from across the state. Even our play-by-play announcer, Bryan, got in on the action—giving shout-outs to our fans and referencing a few of their comments live on air.

In the end, Facebook Live helped us share the cutest cats in real time with our fans, while giving a handful of followers the best gift of all... free Scratch-Offs!


'Cat Scratch Magic' was a hit. In just one hour, 37,000 fans tuned in, netting close to 23,000 engagements and over 275,000 impressions. As the show wrapped up, we managed to hand out 2,400 Scratch-Offs to lucky winners across the state.


Video for Cat Scratch Magic

Entrant Company / Organization Name

McCann New York, New York Lottery


Entry Credits