GOLD RUSH
Copywriter: Nelle Thomas Art Director: Justine Thompson
the rush is real.
For the North Carolina Education Lottery’s new Gold Rush ticket, they wanted a campaign about the gold and about the rush, but not about the Gold Rush. We slid in a touch of wild western music at the end, but this one is totally pick-axe free.
This was the first full shoot that our office did during the pandemic, meaning all eyes were on us. We struggled through set changes, understandably sweaty actors, and a strange combo of Zoom and in-person communications.
It was a long tough road, but in the end we were thrilled with the way Gold Rush turned out.
radio
social
To engage our social audience, we created a Facebook Live event that was watched by 17.2K. Keep in mind, this stuff only applies to North Carolinians.
We began the campaign by posting a gif of a bank canister (from our tv spot) filled to the top with gold coins. Fans could make their guess at the number of coins in the comments for a chance to win tickets and gold of their own.
Then we hosted a live counting of the coins from the canister. The whole thing was undeniably simple, but just suspenseful enough to get a ton of awareness and engagement.
Please forgive the screenshots, I’m just a copywriter doing her best.
