Case Study: Maryland Lottery achieves record-setting scratch-off sales with GKV's OLD BAY Bucks campaign

Maryland Lottery drives 28 million impressions with GKV

The Maryland Lottery faced the challenge of creating an integrated campaign for their new OLD BAY Bucks scented scratch-off tickets. They partnered with the vendor GKV to develop a marketing strategy that would highlight the unique and quirky nature of this seafood-seasoning-themed game.

GKV implemented a comprehensive solution that included TV, radio, point of sale, and digital media, launching the ticket to coincide with OLD BAY's peak sales season. The results were exceptional, with the campaign generating over 28 million media impressions. The OLD BAY Bucks ticket became the best-selling $2 game of the fiscal year for the Maryland Lottery, and the accompanying television commercial achieved a 76% recall rate among viewers.

Maryland Lottery