Case Study: Illinois Lottery achieves record engagement and ROI with Flowers Communications Group's experiential activation

Illinois Lottery drives 35.6M impressions with Flowers Communications Group

The Illinois Lottery faced the challenge of standing out at crowded summer activations and engaged Flowers Communications Group (FCG) to create a fresh campaign. FCG was tasked with developing a new experiential activation to capture the attention of a diverse audience amidst intense competition.

Flowers Communications Group designed and executed the "Draw, Play, Win" campaign, which featured a massive modular Pot of Gold structure as a central gateway. The solution included various engagement touchpoints like a slow-motion photo opportunity and a virtual reality experience. This approach generated over 35.6 million impressions and nearly 460,000 engagements. The campaign delivered an immediate ROI of $1.5 million for the Illinois Lottery and achieved the top sponsor recall in an independent survey.

Illinois Lottery