Scratching Series Xtreme

CHALLENGE
The Florida Lottery’s X THE CASH Scratch-Offs offer life-changing prizes, exciting multipliers, and support for Florida education through Bright Futures Scholarships. But while playing is thrilling, scratching a ticket looks ordinary from the outside.
Our challenge: showcase the emotional rush of playing and connect authentically with a modern, social-first audience. Success would be measured by ticket sales, campaign reach, and a Meta brand lift study.
STRATEGY
Scratching a ticket doesn’t visually match its excitement—so we turned it into an adrenaline-fueled spectacle. By placing players in extreme situations, we mirrored the emotional high of the game.
Instagram Reels was our platform of choice—raw, authentic, and perfect for capturing real reactions. Instead of repurposing traditional ads, we leaned into social-first storytelling with a gritty, unscripted aesthetic, making every creative decision native to digital audiences.
EXECUTION
We invited lucky players to scratch X THE CASH tickets while riding shotgun in a race car on an F1-style track. With a lean crew and agile camera setups, we captured unscripted moments of joy, exhilaration, and laughter—bringing the thrill of the game to life.
Partnering with Meta, we optimized storytelling formats, pacing, aspect ratios, and captions to maximize engagement on Instagram Reels.
RESULTS
The campaign reached millions, earning recognition from Meta with a custom case study. It delivered a 16% lower cost per result and a 6.8-point brand lift, proving the power of social-native execution.
Within a week, X THE CASH became the top-selling game at every price point, driving $527.9 million in sales. This success helped Florida Lottery maintain its position as the nation’s top lottery while contributing $91.3 million to Bright Futures Scholarships.
This campaign didn’t just showcase excitement—it redefined lottery advertising for the digital era.