New York Lottery: You Are Really Special


When you arrive on the website, you are greeted by the encroaching songwriter staring out of your screen and waving with New York Lottery scratch tickets in the other hand. the landing page reads, “Celebrating the perfect person. you. Holiday Instant Games make the perfect gift. (You know you deserve it.)” Upon entering your name, zip code and birth date (and choosing whether to link to your Facebook account), the singer begins his personalized ode to the user by repeatedly using their name as Facebook photos scroll in the background. the song also features the mention of the user’s inputted birth date and finishes with a map of their town being rolled out on the screen (map feature is only personalized for cities in New York). Users are encouraged to send their personalized song to their friends to subtly hint what New York Lottery gifts may be on their wish list.

Watch an example video.

Advertising Agency: DDB, New York, USADirector of Digital Integration / Executive Creative Director: Joe CianciottoChief Creative Officer: Matt EastwoodArt Director: Mario AzziCopywriters: Colin Lapin, Scott CooneyHead of Production: Ed ZazzeraProduction Company: Rabbit, BicoastalDirector: Trevor McMahanEPs: Douglas Howell, Joby BarnhartProducer: Jeff SommarDirector of Photography: Raul MartinezExec. Producer: Teri AltmanTechnical Design Director: Markus WinklerDirector of Digital/Production: Paul SundueSenior Interactive Producer: Eudi PazEditorial: the Cutting RoomEditor: John PiccoloMusic: ButlerComposer: Andrew Sherman

New York Lottery: You Are Really Special

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