What's Happening?
The New York Lottery has introduced a new campaign titled 'Multiply Your Benjamins' to promote its largest scratch-off game to date. Created by McCann New York, the campaign allows players to multiply their winnings up to 200 times. The campaign uses
a creative approach by visualizing the concept of multiplication through a New York-centric lens, featuring a lottery winner followed by a crowd of Benjamin Franklin lookalikes, symbolizing financial abundance.
Why It's Important?
This campaign represents a significant marketing effort by the New York Lottery to engage players and boost participation in its scratch-off games. By using a creative and relatable theme, the campaign aims to make the concept of multiplying winnings more tangible and appealing to potential players. This could lead to increased lottery sales and revenue, benefiting state-funded programs supported by lottery proceeds.
