Maine Lottery
Millionaire For Life
When you win $1 Million per year for life, payday is really with celebrating.
The Insight
A new draw ticket, especially one offering a top prize of $1 Million Each Year For Life is a big deal for Maine Lottery and its players. That big deal came in the form of Millionaire For Life, an exciting new draw game with drawings seven days a week. We were tasked with developing an effective multimedia campaign for the launch, and we knew we had to develop something show-stopping to spread the news.
The Solution
We enlisted our friends at HiFi to create an original song. Lyrics presented the game with added personality, and we engaged Timber + Frame to bring our spot to life. Our winner celebrates her annual payday with a high-energy song-and-dance number that uses magical realism to showcase her lush lifestyle, down to the last Maine-inspired detail. We even pulled the exact green from the brand logo to paint the walls.
To support the TV, we created an integrated marketing campaign and an animated How To Play video. And because everyone loves swag, we celebrated the launch with branded shirts and socks for players and retailers.
What Changed
In the first several weeks after launch, Maine Lottery’s performance ranked among the top states in the nation. As a result of strong collaboration between the Maine Lottery and our team, Millionaire for Life is performing like one in a million.