The New York Lottery’s Cash Multiplier Series of scratch-off tickets are making a dramatic entrance. 

To get people in the spirit of playing its Cash Multiplier Series of Scratch-Offs, the New York Lottery is giving people the chance to multiply their winnings - and the drama - up to 100 times with every win. The latest campaign, created in partnership with McCann New York, leans into a well-known genre of daytime television, featuring characters whose lives are dramatically drawn to the series of tickets. 

After all, New Yorkers love drama, and what better way to highlight these winnings than creating a daytime drama filled with multiple twists and turns.  

The campaign, directed by comedy director duo Terri Timely, launched on January 5th, 2023, and will be carried across TV, radio, OOH, print, social and other digital executions. It will run until April 2nd.