CALIFORNIA GAME DAY LAUNCH
Client: CA Lottery Year: 2025 Role: Creative/Art Direction
The California Game Day campaign is the result of the partnership between CAlottery and the three NFL teams: Chargers, 49ers and Rams. For the first time ever football fans could purchase Scratchers games representing their favorite teams on game day at the stadium. We build a campaign template that was easily customizable to each team for POS and social media. The team scratchers proved to be very popular and often sold out during the games.
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On-site at the stadiums we created a CA Lottery Terrace, a branded takeover of the lower concourse with hard signage, vinyl posters and pillar wraps. The posters were designed to be interactive with fans. A few had puzzles like finding the one scratched scratcher or looking for how many times they can spot the word "play". Others were for taking selfies in front of giant arms, yelling the team mantra through a megaphone or lifting an oversized barbell.
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Our on-site activation footprint allowed for easy layout flexibility across stadiums. Each featured a 10 foot tall team scratcher for maximum visibility in a crowd and made the perfect selfie station for fans to have their picture taken and share on social media. Fans also loved to spin our prize wheel for a chance to win special prizes while our tent was the place to purchase team scratchers on the spot.
