Florida Lottery's Gull Invaders

Assignment
Introduce the new Florida 300X the Cash scratch-off game, positioning it as highly desirable, one of a kind, and unique to our state.
Insight
Florida 300X the Cash is so uniquely Florida, everyone (human or otherwise) will want to fight over it.
Strategy
Leverage the quintessential Florida “showdown” between human and seagull to capture both the unique play of the game and the ubiquitous friendly competition between man and pesky beach nuisance.
Execution
We created a TV spot where a player fended off a flock of seagulls who were trying to steal his ticket. Then we invited our real-life players to join in on the beachside gull battle with an old-school, arcade-inspired game experience called “Gull Invaders.” Players were tasked with stopping the gulls from swooping down and taking their three tickets for as long as possible, armed with nothing but a bottle of mustard and their reaction skills.
Results
During the campaign period, tens of thousands of players participated, often returning to try and beat their previous high score. All of which helped boost awareness for the game, resulting in over 3,690,000 tickets sold. In total, net sales were over $110 million.
It was truly a case of a game helping a game. And the only birds that were harmed in the process were of the digital variety.