The West Virginia Lottery

Case Study


  • Achievements
  • 7.5% Increase in traditional sales revenue in 2018
  • Instant gaming revenue increase of $2.3 million in 2018

It’s no secret that we love where we’re from, and working with the West Virginia Lottery gives us the opportunity to represent our state in new, exciting ways. The Lottery gives back to education, senior citizen services and tourism & state parks in West Virginia, which is something we’re proud of. By managing campaign development and execution, along with handling planning, buying and placement for both traditional and digital media, we’re helping the West Virginia Lottery expand their customer base and stay connected to the community.

It Could Happen to You Campaign:

In 2017, we developed a campaign for the WV Lottery around idioms associated with luck and the likelihood of an event taking place. We created concepts based on flying pigs, blue moons, and actions that would normally result in bad luck (like a black cat crossing your path, mirrors breaking, etc.) actually not impacting luck at all. By creating three unique concepts to support this theme, we were able to segment the audience and target specific age groups with each placement. The concepts were expanded from a TV campaign into a comprehensive advertising campaign including digital and print advertisements, point of purchase, radio, bus wraps and billboards. Guerilla marketing tactics were also used at local events to create added hype around the campaign.

Unique website visits in the first 10 days of the “It Could Happen to You” campaign


Impressions generated by the pre-roll component of the “It Could Happen to You” campaign