XTREME

The Florida Lottery is taking a uniquely social-first approach in its newest campaign, “Scratching Series XTREME,” featuring a fun and engaging series of people playing the new X THE CASH games at 140 mph on a race track to associate that thrill with the exciting experience of playing the games.

The “Scratching Series XTREME” campaign is a zag in a category rife with zigs. Lottery advertising often consists of manicured, “vanilla” product shots produced for TV and resized for social, but the latest from PPK and The Florida Lottery features authentically unscripted content made for social first.

The campaign was created by PPK, the Florida Lottery’s agency of record since 2016. Throughout their fruitful and longstanding partnership, PPK has helped the Florida Lottery to achieve several record-setting years — the success of which has propelled opportunities for Florida schools and students through its contributions to the state’s Bright Futures Scholarship Program.

The entire campaign was shot at Tampa’s new Motor Enclave, an F1 architect-designed race track, with a skeleton crew and nimble camera equipment to gather raw, unscripted footage of tickets being scratched at 140 mph. The result is a vlog-like production value and gritty authenticity that shines in an era of bespoke social-first advertising campaigns, and a growing affinity for lo-fi content.

To optimize cross-platform use, the content captured was crafted into 10 videos, most featuring two screen-friendly sizes, some created uniquely for IG Reels, others for Facebook, and many leveraging trending sounds.

The first promotional video launched regionally on social media on 3/11 and the first full episode of the promotional series will premiere on 3/20, with the second episode following on 3/27. Additional content will be released gradually throughout the month.