Earlier this week The Illinois Lottery and its agency Dentsu Creative teamed up with iHeartMedia for the Lottery’s first-ever live ad which was designed to promote both the lottery’s latest campaign and showcase a local up-and-coming rapper known as Drew The Kiiid. It was Drew’s first time on the radio.
The live ad aired May 23 at 3:10 pm CT with a 30-second spot donated by the Illinois Lottery. The rapper performed a segment of his single “Get It” in a live ad on iHeartMedia Chicago WGCI.
Drew The Kiiid’s single is central to a campaign of the same name from the Illinois Lottery.
“I’m geeked, for a lack of better words,” Drew said of the activation. “I have always dreamt of being on the radio in some form or fashion and there’s no better way for me to make my debut. I’ve been waiting to showcase my talents and make some waves in the industry so shoutout to iHeartRadio for allowing me to do so.”
The Lotery’s “Get It” campaign highlights the fact that lottery players can download an app to play anywhere at any time, versus having to go to a physical store to buy a ticket.
Marisa Zimmerman, VP of Marketing at Camelot Illinois (which operates the Illinos Lottery) said that the "energy and enthusiasm of [Drew’s] music is the perfect soundtrack to promote the excitement of the Illinois Lottery app."