New York Lottery
Giving is in the air
Celebrating New York's greatest holiday tradition – giving.
New Yorkers love traditions. Especially when it comes to taking their annual stroll down 5th Avenue to see all the holiday displays. It fills the air with cheer and reminds us of the season’s greatest tradition of all—to give. So, let’s remind people of that traditional giving spirit with a chance to gift up to $1,000,000 with Holiday Scratch-Off Games from the New York Lottery.
We created 3D out-of-home to gift
New Yorkers the spirit of the season.
And rewrapped and regifted the campaign with new tickets on social the following year.
And on Snapchat, we created an AR lens that drove people to play the new Holiday Scratch-Off Games.
To play, users tilt their head to collect cash as the snowman from the SNOW MUCH FUN ticket design snowboards down a mountain.
