Week For Life Wellness Series

Challenge / Objective:

The Florida Lottery has contributed more than $1 Billion to education for each of the past 19 years, with its sole mission to enhance public education in the State of Florida. A portion of every Florida Lottery ticket purchase gets donated to Florida education to help fund the Bright Futures Scholarship program. So the more people play, the more Florida students win.



The objective of this campaign was to develop a novel and relevant way to promote Week For Life, a fan-favorite family of Scratch-Off games.



Strategy:

The best thing about the Week For Life Scratch-Off games is that they have prizes of up to $5,000 a week, for life. This means winners keep winning for the rest of their lives. And the longer they live, the more they win. The Florida Lottery decided to leverage this unique winning proposition through promoting wellness and longevity among the players.



Execution:

To help provide some wellness advice and motivation, the Florida Lottery invited Jason Rodelo, a dance instructor, social media celebrity and a professional motivator. Together, we created the Week For Life Wellness Series.



With a healthy dose of humor, motivation, and giveaways, we shared advice with Florida Lottery players on how they can live long and win on. A new episode of the show was released every Monday on Facebook Premiere, allowing our players to tune in live. Together we have jogged, cycled, stretched, and even practiced yoga, while scratching the Week For Life tickets. The show was promoted with paid and organic assets, stories, chatbot reminders, and even animated stickers!



Results:

This campaign helped the Florida Lottery sell over 30,000,000 Week For Life Scratch-Off tickets and surpassed its previous campaign sales, but more importantly, it raised almost $24,000,000 for Florida Education.



6 Facebook Premiere episodes in series

2,557,220 video views

72% views with sound on (beating Facebook average by 188%)

Sales goal surpassed by 6.7%