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From the 15th Annual Shorty Awards

Florida Lottery's Scratch Factor Livestream

Finalist in Live Video

Audience Honor in Organic Promotion


The Florida Lottery has contributed more than $1 Billion to education for each of the past 20 years, with its sole mission to enhance public education in the State of Florida. A portion of every Florida Lottery ticket helps fund the Bright Futures Scholarship program. So the more people play, the more Florida students win.

The objective of this campaign was to promote the new 500X THE CASH game, beat the Scratch-Off sales goal, and maximize the contributions to Florida education.

Strategy and Execution

With a top prize of $25 million, 500X THE CASH is the most extreme Scratch-Off ever released in the US. Promotions for this big-ticket game had to measure up. So the Florida Lottery leveraged disruptive brand storytelling to help players imagine what they would do to win big, and illustrate the thrill of playing this new game.


We found three contestants who were willing to take on extreme challenges, and face their fears just to scratch the Florida Lottery’s extraordinary tickets. All live, on Facebook.

Our players maneuvered around fully-grown pythons, crunched on crispy crickets, dug deep into a tank of 30,000 mealworms, and reached blindly into unknown spaces to rescue as many tickets as they could. Viewers, who tuned in live, enjoyed thousands of dollars in real-time prize giveaways, along with the vicarious thrill of each Scratch Factor challenge.

Almost half a million people tuned in to watch! This campaign helped the Florida Lottery sell over 31 million X THE CASH Family Scratch-Off tickets, setting an industry record for the highest weekly sales of any single Scratch-Off game. And the Florida Lottery has maintained its spot as THE number one lottery in the nation, based on sales. But more importantly, this game helped raise over $82 million for Florida Education.


Video for Florida Lottery's Scratch Factor Livestream

Entrant Company / Organization Name

PPK, The Florida Lottery


Entry Credits