Challenge

Help the nation’s first lottery (New Hampshire Lottery) launch the world’s first bacon-scented instant ticket.

Strategy & Tactics

Develop and launch an integrated strategic communications campaign, including media relations and experiential marketing (leveraging a mobile Bacon Truck giving away free strips of bacon) to generate awareness and buzz to create a favorable environment for ticket sales.

Results

Our campaign resulted in more than 600 local, regional and national media hits, including Good Morning America, The Weather Channel, the New York Daily News and even Howard Stern.

The campaign generated 1.1 million impressions and 1.4 billion unique online visitors.

Most importantly, “I Heart Bacon” became one of the NH Lottery’s fastest-selling scratch tickets (and best smelling), providing critical funds for education in New Hampshire.

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