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The plan was to introduce an interactive 3D instant lottery ticket. The mission was to engage younger audiences with the game. The platform was a smartphone. Hart took it from there.
We developed a campaign that appealed to the gamer mentality of the younger target audience. The phased messaging took consumers on a journey that began with an explanation of how the game worked and concluded with awareness of the prize structure. And we had to do this without alienating established lottery ticket players. We focused on a two-ways-to-play message that bridged the audience gap. The Game of Gold played out in a comprehensive campaign that included television, digital, print, social and radio. How hard will we work to deliver the message? Very. In fact, that castle you see here; we built it.