Even Robert Frost had trouble with the fork in the road.
The New York Lottery is targeting Millennials with a campaign that posits how a small decision can have a major life impact. The effort, carrying the tagline “Having a bad day just got a whole lot harder,” advertises the lottery’s new “Cash 4 Life” game, which carries a grand prize of $1,000 a day for life.
The integrated campaign includes a television spot in which a young man in the present day is forced to decide between buying a cheap toy or a Cash 4 Life ticket. The spot cuts to the man, now aged, in the future in a panic that his life might not work out. “Get the ticket,” he pleads. In the present day, the man asks for a deck of cards (to his older self’s consternation), and then changes his mind for a Cash 4 Life quick pick ticket. “I scared me,” his older self says, relieved before flying off in a futuristic chair.
In addition to the TV commercial, other elements in the campaign include English- and Spanish-language television spots, print ads, out-of-home and a social media effort wherein consumers will be asked to answer the question “What would you do with $1,000 a day for life?,” incorporating the “#Cash4Life” hashtag.
A guerrilla marketing effort also featured a young man in elderly makeup riding a pedi-cab around New York City trailing a giant green Cash 4 Life lottery ball behind him.
Representatives from DDB New York and the New York Lottery were unavailable for comment.