Get rich quick has a new iteration.

The New York Lottery drops Grande, two new Scratch-Off Games later this month, with up to $3,000,000 in cash prizes. It also partnered with Billboard to offer a second-chance prize. Players can enter their non-winning tickets into a second-chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami.

Designed by McCann Design, the games are inspired by the New York bodega storefronts. To get New Yorkers hyped, McCann New York created an original Latin track "Sounds Grande." The ad features a singing cashier fantasizing about the prizes, accompanied by a beat-bumping cat and a singing tattoo.

The campaign runs on TV, OLV, OOH, radio, social, print and in digital coverage across New York State, Billboard.com and at events such as Junta Hispania.

“We turned the classic New York bodega into a stage where dreams take center stage with the New York Lottery’s Grande Scratch-Off Games. By mixing everyday vibes with a splash of Latin music flair, we’re letting players feel that grande excitement with every scratch," said Pete Johnson, McCann EVP-executive global creative director.

McCann's previous New York Lottery work includes the "Hands" spots and "Nothing Surprises a New Yorker."