HY Connect is kicking off a new campaign just in time for football season. The agency brokered a powerhouse partnership between its client, the Wisconsin Lottery, and the Green Bay Packers to develop a new series of games.
“By bringing the Wisconsin Lottery and Packers together, HY Connect has created a fun and communal brand experience,” said HYC Executive Creative Director Mark Catterson. “Fans can engage with two of Wisconsin’s most popular games while supporting their favorite team.”
This year’s campaign includes a series of instant scratch tickets and special prizes fit for a super-fan. “Winning Season,” “Titletown Touchdown” or “Green Bay Packers” scratch tickets can be used to score cash prizes of up to $45,000. And there’s a jaw-dropping grand prize: one lucky bonus drawing winner will score two Club Seats Packers season tickets at Lambeau Field for the next five years.
Retailer confidence shows HYC’s marketing effort is right on the money. Of 3,700 stores, 3,000 ordered all three scratch games on the spot.
The campaign hits media outlets on August 19th. TV, print and radio spots will be supported by Pandora radio, banners, pre-roll and live reads during the Packers games.