Campaign goal was to drive awareness and conversion to play online. Show how fun it is to play the KY Lottery online, the excitement
and thrill of winning cash is the perfect activity.
Our Solution
Paid Social & Custom Content
The Kentucky Lottery is a quasi state run lottery providing Scratch offs, draw games, online games with instant cash prizes and more to players in the Kentucky State area. The Lottery’s mission is to fuel imagination and fund education for ALL Kentuckians through several scholarship programs.
What is KY Lottery's Instant Play?
Instant Play games are like Scratch offs that you can play online. There are many types of games with different play
styles. You can demo all the games for free. And you can play on your desktop or mobile device at play.kylottery.com or on the KY Lottery app.
styles. You can demo all the games for free. And you can play on your desktop or mobile device at play.kylottery.com or on the KY Lottery app.
St. Patrick's Day Campaign
Driving awareness and purchase intent among Kentuckians for Kentucky Lottery's new St. Patrick's Day Instant Play games at kylottery.com
Our Solution
We leveraged a diverse group of local creators to show how fun and easy it is to try the new Kentucky Lottery Instant Play Games. A St. Patrick's Day giveaway was set up to maximize user participation.
Our Influencers
User Comments
People said how it looks like fun to play scratch-offs on your phone to win money. The creators’ fans loved their cute green tee shirts and Darnell’s green waffle to celebrate St. Patty’s day. Users talked about how they hoped they could get some luck and win the awesome giveaway from the Kentucky Lottery.
Custom-Designed Snapchat Filters
Holiday Campaign
Friendsgiving
Creators showed off their Friendsgiving tablescape and place
settings, which they finished off with Holiday Scratch-offs from the Kentucky
Lottery for some extra fun with their friends.
settings, which they finished off with Holiday Scratch-offs from the Kentucky
Lottery for some extra fun with their friends.
DIY Holiday Gifts
Kentucky Lotttery 2024 Holiday Campaign
As part of a broader campaign combining organic and paid influencer content, PopShorts partnered with the Kentucky Lottery to amplify the impact of social media posts through programmatic distribution on both CTV and display.
By repurposing influencer videos into ad-ready creative without losing their native, authentic feel, we brought compelling social storytelling into premium media environments for the first time in the Lottery’s campaign history.
By repurposing influencer videos into ad-ready creative without losing their native, authentic feel, we brought compelling social storytelling into premium media environments for the first time in the Lottery’s campaign history.
Example Content
Social CTV
Our CTV placements delivered standout performance, with nearly 100% video completion at an exceptionally low cost per view.
Social CTV ads bring your social posts to TV while keeping their authentic look and real-time engagement, offering features like QR codes and product feeds for a seamless, impactful experience.
Social CTV and Social Display Results
We tested Social CTV and saw strong results—99% of viewers watched the full video, and the cost per completed view was just $0.03, much lower than on Instagram. While the ad placement is more expensive, the high completion rate makes it a valuable channel for reaching engaged audiences.
Results
Kentucky Lottery
6.7 Million
KY A25-45 Targeted Impressions
812K Total
Paid Post Engagements
96% Positive
User Sentiment
Awards
WINNER
NASPL Batchy Awards - Digital Media Campaign
FINALIST
Digital Media - iLottery Influencer Campaig