We’ve all heard someone say, “See you tomorrow … unless I win the lottery.” It’s now part of the vernacular and it’s all over social media. And in early 2015, it was the DC Lottery’s advertising campaign. The campaign has just won the award for best TV coordinated campaign at the lottery industry’s annual national conference (NASPL). The idea, created by MDB Communications in DC, is now back by popular demand and entering its second phase with a program that includes two :30 TV spots, radio and online.
One idea supports the launch of The Walking Dead Scratcher tickets. Based on a post-apocalyptic zombie fantasy, The Walking Dead, it features two hapless characters that find themselves at the door of a nasty-looking house that is purported to have zombies. Just to be on the safe side, they have asked a zombie hunter to join them but when he doesn’t show, we learn that he said he’d be there…unless he won the lottery. The zombie attacks.
A second idea supports the new Washington Wizards Scratcher tickets. It features a team waiting for “some big power player” who happens to be late. The coach informs the guys that he said he’d be there, unless he won the lottery. Of course, he doesn’t show, but a player half their size appears, making it clear to at least one of the players that they’re not winning this one.
“The humorous Unless… campaign highlights the DC Lottery experience of winning and the excitement for the new scratchers,” says DC Lottery Marketing Director John Gorman. “We are excited about its appeal to a wider audience.
The Walking Dead spot begins airing Oct. 20 and can be viewed here http://www.mdbcomm.com/dcl-zombiehunter. The Wizards Scratcher spot begin airing on Oct. 26.