Brand affinity was in the gutter when we took over. So we decided: no more get rich quick jokes, just a healthy dose of fun and optimism. Because with the Lottery – Anything’s Possible. 

Brand affinity and sales have jumped dramatically.
The Illinois Lottery recently experienced its’ two best years ever.

And we’re getting millennials interested in the lottery. Thanks in part to our
Jackpot News Anchor, Gil Mitchell, played by Conan’s sidekick, Andy Richter.