Overview
WyoLotto recently introduced a new two-month-long in-state game with $1,000,000 in winnings, and because only 100,000 tickets are sold, it has the best odds around. To generate state pride, we connected the game to Wyoming’s culture—tapping into old fashioned dancers, melodrama, and music found at the root of old-time rodeos. And Ragtime Raffle was born.
Brand identity
Ragtime conjures an atmosphere of saloons, cancan dancers, and theatrics with jazz, honky-tonk, and country music elements. We took aesthetic inspiration from these, western packaging, and apothecary design, and made a historic western entertainment look feel modern and timeless.
Jump on the bandwagon
As we brought the logo and aesthetic into campaign, we played up the music, costumes, and good ol’ fashioned fun with WyoLotto’s mascot Yolo in full ragtime getup as a brand ambassador at all of our summer events. Due to the limited-time-only nature of the game, we used a build-up of ragtime music to express urgency and encourage people to take part before tickets ran out.
The full length video was made for broadcast and shared through press releases and on social media channels along with smaller cut downs.
Grand finale
The game ran through rodeo season and culminated in the $750,000 grand prize winner being announced at Cheyenne Frontier Days—the Daddy of ’em all.® Dazzling the crowd, Ragtime Raffle highlighted the state’s biggest event, and gave Wyomingites something fun, exciting, and entertaining to look forward to every year.
