MUSE Gold

2022

Week For Life Wellness Series

Entrant Company

PPK

Category

Social Media - Influencer & Celebrity

Client's Name

Florida Lottery

Country / Region

United States

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%

Credits

CEO, PPK
Tom Kenney
Executive Creative Director, PPK
Paul Prato
Executive Director, Strategy & Innovation, PPK
Nicholas Stoeckle
Interactive Creative Director, PPK
Dmitrii Osipovskii
Interactive Jr. Art Director, PPK
Drew Pettus
Junior Interactive Designer, PPK
Parker Hogue
Junior Interactive Designer, PPK
Matthew Burge
Social Media Photographer, PPK
Kristy Summerson
Art Director, PPK
Carmen Masterson
Photographer and Videographer, PPK
Evan Cooper
Lead Social Media Strategist, PPK
Lexi Farnella
Junior Social Media Strategist, PPK
Meg Fister
Producer, PPK
Jonathan Hickson
Account Executive, PPK
Drake Goebelbecker
Group Account Director, PPK
Rey Futch
More Gold Winners
2022
MUSE Advertising Awards - The Roar Map
LION Cereals (CPF)

Entrant Company

Hurrah.group

Category

Advertising - Online AD (Campaign)

Country / Region

France

2022
MUSE Advertising Awards - AARP OK Family Caregiver Resource Guide

Entrant Company

AARP

Category

Marketing & Promotional - Brochure

Country / Region

United States

2022
MUSE Advertising Awards - Oasis of Calm
Pike Nurseries

Entrant Company

The DVI Group

Category

Video - COVID-19-Related

Country / Region

United States

2022
MUSE Advertising Awards - Heroes of the Freedomsurrection

Entrant Company

The Daily Show with Trevor Noah

Category

Experiential & Immersive - Live Experiences

Country / Region

United States