Overview

In its fourth year, the Wyoming Lottery launched a new draw game in which players can win $1,000 a day for life – Lucky for Life. We developed a state brand identity for this national game, including a brand ambassador—Luck himself. We executed a statewide multi-channel marketing campaign—kicked off by a huge press event—to roll out Lucky for Life in true WyoLotto fashion.

Brand

Integrating two brand identities

Each national lottery game comes with predefined brand identity elements that state lotteries must use in marketing. Our task was to add WyoLotto to an existing logo and then build a complete brand identity around it. We developed the overall look and feel, color scheme, and fonts to clearly establish Lucky for Life as a unique part of the WyoLotto brand.

Campaign

All marketing channels blazing with huge giveaways

The Lucky for Life launch campaign used TV, radio, in-store point of purchase (POP), digital, social media, email marketing, and more. To generate buzz and build excitement before, during, and after game launch, we also executed three big giveaways. The campaign drove a huge spike in ticket sales—not just for Lucky for Life but across WyoLotto’s entire portfolio of games.

Experience

A high-profile launch day experience

We threw a big press event for the new game launch, introducing brand ambassador Luck and presenting the first giveaway winner. We kept things fun and exciting while educating the media, community, and players about the new game. This included live-streaming the event to players on social media. With the launch campaign and press event, we generated 24 original media stories for WyoLotto.

This was my first major campaign to get to work on and it was a blast. From incorporating the logo into the WyoLotto brand to the press event, it was an amazing experience to see the campaign develop from sketches and storyboards into real life. The campaign assets all tied together and communicated the uniqueness of the game in a simple, and fun way. The ability for us to have Luck at the press event and interact with the Lottery CEO, Yolo, and the giveaway winners really was the icing on the cake for this sweet project.

John, Senior Project Manager