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.
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.
Two Facebook Live shows
478,478 total reach
140,289 total engagements
26,164 total comments
31,175,630 tickets sold
Highest weekly sales of any single Scratch-Off game in FY21-22
$82,560,466 raised for Florida education
