THE MISSOURI LOTTERY + THE VOICE SCRATCHERS
THE VOICE SCRATCHERS AND VIP PROMOTION CAMPAIGN
The Missouri Lottery partnered with NBC's The Voice to create The Voice Scratchers and VIP Promotion, a second chance drawing that lets lotto players who love Blake Shelton (it's a big market) play to win cash or trips to Vegas and LA to see The Voice live.
Pre-roll / Digital video content:
The auditions on The Voice are blind. Know what else is blind? Luck. So we married the iconic judge’s chair from the show with a scratchers dispenser and gave fans a chance to sing to win in a way only the Lottery could.
How do you get The Voice super fans to pay attention to your radio spot announcing a new scratcher? Make them think it's a promo for a new season of The Voice.