Atlantic Lottery has unleashed a new Scratch’N Win ticket targeted at a very different audience – men aged 19-30 – and once again enlisted Revolve to socialize the new brand. With prizes that include a trip to Las Vegas to see a live UFC event, UFC Scratch’N Win is not your mother’s game – unless she’s into arm bars, head kicks and KOs, of course.
Rather than create a traditional campaign utilizing traditional media channels, the team at Revolve chose to bring UFC Scratch’N Win right to the place where we know our target will be – at sports bars watching the fights. On February 4th, UFC fans across Atlantic Canada will be given the chance to Punch’N Win UFC themed prizes, including training gloves, UFC Undisputed 3 video games, and even XBOX prize packs. Posters, tent cards, and specially designed mixed martial arts thumb wrestling coasters will dominate the bars, ensuring UFC Scratch’N Win sticks in the minds of our target long after the event is over.
The campaign also extends to the web with rich media executions on targeted websites like ufc.com, heavy.com, and tsn.ca. In one execution, visitors to the site will become a fighter themselves and punch the webpage until it crumbles to the ground. In another, a fist punches through the site and cracks the screen.