The smoky, salty smell of bacon is calling New Yorkers to Wake Up and Smell the Win. Directed by Conor Byrne from Missing Pieces, this film tells the story of a New Yorker who is magically carried through the air by a mouthwatering aroma. Spoiler alert, it’s Bacon! It was shot in-camera both in studio and on location in New York, using a specialized rig to ensure the hero character was always being led by his nose towards the source of that sweet bacon smell.
The campaign was also supported by a giveaway across the New York Lottery’s social and digital channels. Fans were invited to Wake Up and Smell the Prizes by signing up for early morning prize alert emails. The earliest risers to check the contest URL inside the email won a NYL Bacon Box filled with frying pans, bacon air-fresheners, and of course, Bacon! Scratch-Off Games. The initiative resulted in thousands of new email subscriptions and a heaping helping of eraned media.
Beyond that, we developed appetizing social pieces, like these interactive IG Stories. Since the Scratch-Off Games is all about everyone's favorite breakfast meat, using social media to connect with our players love for for bacon made perfect sense. Or should I say, scents?
Above is an example of some of the tactical work that was done to drive ticket sales. This piece was created to play at gas pumps where New Yorkers can easily add some magic to their morning by picking up a Bacon! Scratch-Off game when they go into the station's convieniance store.
To bring the campaign to life across print and out of home we used a smokey typographic font treatment to get mouths watering all over the state.
To create some sizzling radio for this Scratch-Off Game we used the sound of bacon cooking in a pan along with a VO script that's all about being hungry for a win.