The Florida Lottery reinvests 97 percent of its revenue back into the state's economy. Its main goal is to support Florida Education. In under three decades, the Lottery has contributed over $45 billion to the Bright Futures Scholarship program, sending nearly a million students to college.
The goal of this campaign was to introduce the new GOLD RUSH DOUBLER family of Scratch-Offs in a way that would drive player interest and engagement, ticket sales, and, as a result, maximize the amount of funds transferred to the education fund. More specifically, the objective was to reach $150 million in ticket sales and $28 million in contributions to Florida education.
GOLD RUSH is one of the most iconic Florida Lottery Scratch-Offs players know and love. It boasts a high value proposition and life-changing top prizes. Our strategy was to leverage the high-end brand of the game to put a luxury spin on the expected Gold Rush imagery. We’ve learned that the Florida Lottery loyalists enjoy new opportunities to connect with the brand, and we wanted to delight them by adding novel sensory elements into the customer experience.
DOUBLER by GOLD RUSH has brought the smell of success to the Florida Lottery players, and beyond. The campaign has reached almost 35 million people and received national attention. The new Scratch-Offs became the top selling games in every price point just a week after launch. On Facebook, DOUBLER has enjoyed an 8.89% engagement rate, dramatically surpassing the 0.15% industry average. 30 lucky Florida Lottery fans have managed to get their hands on the original fragrance. During this campaign The Florida Lottery has sold over 40 million tickets and raised almost $34 million for Florida education! DOUBLER has taken the Florida Lottery to a whole new level with a unique scent, and an unprecedented boost to the state education.
*During the 1/16/23 to 3/19/23 campaign flight
**According to a Social Insider 2023 report
