• by Fern Siegel , February 23, 2022

The New Hampshire Lottery’s new campaign — “Are You Game” — runs through June 30. An experiential real-world extension is planned for this summer.

GYK Antler, the lottery’s agency of record, created a large “Wipeout”-style competition set, highlighting scratch tickets, KENO 603 and iLottery to note the various ways people can participate.

In the three TV spots, local comedian Juston McKinney serves host of the “Are You Game?” experience, featuring three enthusiastic contestants. McKinney, who is from New Hampshire, has a comedy special “Partially Challenged” on Amazon Prime Video and has been featured in TV and films, including “The King of Queens” and “Zookeeper.”

The campaign, supported by an undisclosed budget, runs across WMUR-TV, CTV, AdTheorant, display, radio (spots and live reads), pre-roll and paid social (Facebook, Instagram, YouTube).

Each of the spots has a game-show feel, with a twist.

In the “Scratch Ticket” spot, contestants launch themselves onto a massive scratch ticket to be the first to scratch and reveal three “Win” icons.

In "Keno 603," contestants roll down a 70-foot sloped ramp in while inside a giant zorb ball, trying to be the only player to land on one of the oversized board’s highlighted numbers.

The “iLottery” spot focuses on the Lottery’s online games. Contestants race through a branded inflatable obstacle course trying to evade a Joker before playing the Queen of Diamonds e-instant game. The first to reveal three Queens is the winner.

Maura McCann, director of marketing, New Hampshire Lottery, said the GYK Antler strategy clicked because it “draws in the viewer and cultivates the fun, anticipation and excitement we strongly believe our players associate with the New Hampshire Lottery. We are constantly looking for ways to not only engage our current players, but also to reach new audiences.”

Since 1964, the New Hampshire Lottery has contributed more than $2.3 billion to education in the state. The New Hampshire Lottery has recorded over $8 billion in lottery sales and other earnings, with $5.4 billion paid in prizes and other cost of sales.