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New York Lottery
#Unclaimed: The Hunt for a Missing Millionaire

RAN IN: United States

CLIENT
New York Lottery

AGENCY
McCann *Lead Agency

Steven Marchione, Senior Project Manager
Kenny Gold, Associate Director, Strategy
Alexandra Butler, Associate Digital Strategist
Caitlin Bishop, Digital Strategist
Tali Gumbiner, Copywriter
Rachel Heiss, Account Executive
Mat Bisher, Executive Creative Director
Tim Min, Art Director
Laura Frank, VP, Strategy Director
Grant Smith, Executive Creative Director


SUMMARY

The New York Lottery loves winners, but in 2014 many went missing. Missing winners are bad for business because hearing about winners encourages people to buy tickets. So we went looking for a missing winner whose $7 million ticket was about to expire. Armed with paper and tape, we posted hand-drawn missing person flyers around the winning location. Those small flyers yielded big results. National news networks took notice and brought our message to the masses, engagement with the brand increased by over 100% online, and jackpot sales increased 19%.

CASE VIDEO


Hero Medium: Guerrilla

Medium Featured On Video: Guerrilla, Interactive/Online, PR, Social Media

Audience: Other

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Local

Language: English