Oregon Lottery | Cash Pop Launch Campaign
Play your favorites.
Creative
Dev
Media
Video
Oregon voters helped create the Oregon Lottery in 1984 as a way to help stimulate the economy and fund beneficiaries like State Parks and public schools. And for the first time in 15 years, Oregon Lottery was going to be launching a new game – Cash Pop!
Cash Pop needed a simple, exciting introduction to the state, and the Oregon Lottery wanted this launch to feel fresh while still fitting within the larger brand. The result? Compelling creative, a seamless digital experience, and a best-in-class media campaign leveraging historical brand knowledge and market expertise–all leading to one of the most successful launches in Oregon Lottery history.
Our way in? Favorite numbers – because everyone has one. Playing Cash Pop, while seemingly complicated, could also be distilled into a simple directive that acknowledged the player’s agency: play YOUR favorite. We focused on upbeat pacing, tactile numbers, and a younger audience, with Cash Pop meeting Oregonians where they were. The result was a spot that felt new, exciting, and relatable – and won a Telly Award!
Cash Pop’s launch also required integration into the current oregonlottery.org website and mobile app–Oregonians needed a way to check the winning numbers for their new favorite game. Our development team built updates for both platforms, but tailored the content for each audience: the Landing page provides a game tutorial alongside recent draws, while the mobile app lets users scan their tickets to see if they won.
With a strategic combo of placements, our media team tackled two main goals: creating awareness and boosting conversion. While we pulsed traditional media tactics like billboards and broadcast ads to encourage trial during launch, digital efforts stayed continuous to reach Oregonians online. We also worked with local radio talent to create community connection and excitement, along with Oregon-based multicultural partners. The launch campaign won a Cascadia Creative Award for creative use of media.
+567% increase
in average monthly revenue over previous product
One thing about having both your media and development teams in-house? Quick resolutions. On teaser launch day for Cash Pop, our media team alerted the development team that the client-created vanity URL wasn’t working as expected. Dev leapt into action and had a new link to the media team in minutes. Zero downtime. Zero bad clicks on ads. That’s the power of seamless communication.
