The lottery category is crowded. Everyone is shouting about the same thing: massive prizes, magical outcomes, million-dollar moments.
IN A WORLD WHERE DISILLUSIONMENT IS HIGH, MOST LOTTERY MESSAGES JUST AREN’T LANDING,
especially among the critical emerging audience of Gen Z.
Younger consumers don’t care about promises of future payoffs. They want personality. They want entertainment. They want content that grabs attention and gives them a reason to care.
AND TRULY, GEN Z WANTS ABSURDITY AND MEME-ABLE MOMENTS.
Enter Talking Tickets: a high-strung, overly dramatic, sock-puppeted duo of lovable used tickets with googly eyes and a lot of opinions.
By turning scratch-offs into emotionally chaotic characters, we built a campaign Gen Z actually wanted to watch and made every ticket drop feel like entertainment.
INSTEAD OF SELLING THEM A TICKET, WE GAVE THEM SOMETHING TO ROOT FOR.
At first, It was experimental, just like most great social content is. A funny idea. But they quickly became something more: a character platform designed to meet a new generation where they are and how they want to be spoken to via short-form storytelling, exaggerated emotion and entertainment-first content.
WE BUILT A NEW KIND OF STORY, ONE THAT FELT MADE FOR THE TIKTOK AGE.
In every video, the Talking Tickets turned up the humor to 11. They panicked over laundry machines. Fled from vacuum cleaners. Ranted about haunted power outages. THEY WEREN’T JUST FUNNY, THEY WERE EMOTIONALLY UNHINGED IN THE MOST RELATABLE WAY, mirroring how Gen Z often plays with drama, parody and meme-style absurdity.
"IT’S IMPORTANT TO US TO REMAIN RELEVANT WITH OUR YOUNGER GENERATION OF LOTTERY PLAYERS, AND THAT’S EXACTLY WHAT OUR ‘TALKING TICKETS’ DO, WITH HUMOR AND ENTERTAINMENT. WE WANT OUR PLAYERS TO SMILE WHEN THEY WATCH, AND AS A RESULT, THINK OF THE LOTTERY AS FUN AND ENTERTAINING."
63% of 18-34 YEAR-OLDS
FOUND TALKING TICKETS ENTERTAINING
61%
SAID THEY WERE
ATTENTION-GRABBING
65%
SAID THEY WERE A GOOD FIT
FOR THE BRAND
57%
FOUND THEM UNIQUELY FUN
