“Multiplier tickets” are the bread and butter of the state lottery scratch-off-game offering. The New York Lottery wanted to find a more exciting approach that would make their new multiplier ticket series attractive to lottery players. So, instead of focusing on the multiplying aspect of the tickets, the team at McCann capitalised on the “X” symbol featured on the ticket. The ad agency changed the name of the tickets to “The X Series,” allowing them to make the “X” the campaign’s focal point and providing a catchy new phrase to use New York Lottery communications. 

The spots, directed by Terri Timely, leverage the letter “X” in every way imaginable. The dialogue features expertly-crafted language that begins almost exclusively with “X” words and the art direction offers viewers extra Easter eggs to discover. The campaign continues to leverage the “X” across other media, from a prominent outdoor wall mural print and out of home. The campaign also includes digital, social media and radio.  

The X Series scratch-off games were released on January 2nd, 2019 and the ad campaign will run from January 4th through mid-March.