New Yorkers are asking who took the missing $1,000,000 Premiere Scratch-Off Game in the New York Lottery latest whodunnit-style commercial.
To thicken the plot, Webby Network of the Year’s, McCann New York has created an unsolved mystery podcast called, “The Mystery of the Missing Ticket.” The un-true audio series reveals additional clues not seen in the commercial and invites players to guess whodunnit for a chance to win prizes. Watch below:
https://www.instagram.com/p/CPDloxUBeqr/
https://www.instagram.com/p/CO2x99hJ07F/
RELATED: Webbys name McCann Network of Year
The 5-episode miniseries is filled with intrigue, plot twists, and Scratch-Off Games. Each episode is designed to help fans collect and connect the clues with character backstories, family interviews, and even a chandelier and elevator expert. Guesses can be submitted on New York Lottery’s Facebook page and Instagram @newyorklottery.
The campaign went live on Instagram, Facebook, Spotify, and Apple podcasts on May 10th.
CREDITS:
CLIENT: New York Lottery
AGENCY: McCann New York
- Sean Bryan & Tom Murphy – Co Chief Creative Officer McCann North America
- Mat Bisher – EVP, Executive Creative Director
- Jason Ashlock – SVP, Group Creative Director
- Dominick Baccollo – SVP, Group Creative Director
- Dan Kim – SVP, Group Creative Director
- Annie Elliott – Creative Director
- Kassandra Pollard - Associate Creative Director
- Lucas Cringler - Associate Creative Director
- Angus Robertson - Copywriter
- Jacob Schiappacasse - Art Director
- Nathy Aviram – Chief Production Officer
- Chance Bassett – VP Executive Producer
- Eric Johnson – SVP, Music Producer
- Dan Gross – Music Producer
- Jamie Jou – Music Business Manager
- Natalie Hernandez – Business Manager
- Nikki Maizel – EVP Executive Account Director
- Caroline Fuller – SVP Group Account Director
- Molly Vossler – Account Director
- Carolyn Martin – Senior Account Executive
- Michael Gonzalez – Project Manager
- Laura Frank – SVP, Group Strategy Director
- Emily Brown – VP, Strategy Director
- Grace Freeman – Associate Social Strategy Director
- Jordana Judson – Community Manager
- Will Zweigart – VP Communications Strategy Director
AUDIO: Crew Cuts
- Audio Engineer: Roman Zeitlin
- Producer: Stephanie Norris
- EP: Nancy Shames
- Sound Designer: Roman Zeitlin
PRODUCTION COMPANY: Superprime
- Director: James Gray
- EP: Charlotte Woodhead
- Line Producer: Lisa Ruffler
EDIT: MackCut
- Editor: Gavin Cutler
- Assistant Editor: Megan Heard
- Executive Producer: Gina Pagano
- Mix by: Sam Shaffer
MUSIC:
- Licensed Song: Devil At Your Door (trailerized remix)
- Artist: Frally
- Dawn Patrol (music vendor)