This Song Is a Game for the Ohio Lottery in Campaign from Marcus Thomas

As part of its Gamify Life strategy for the Ohio Lottery, award-winning agency Marcus Thomas – a 50-year partner to the legacy client – has unfurled a new song on FM radio to support its Jackpot Jingle game. Listeners who hear 'Hey This Song is a Game' on stations starting June 5 then use Siri, Google, and Shazam to search for the song name. Once they find that, they get a link to the Ohio Lottery website and a chance to win $500.

“Pulling this off wasn’t an easy feat,” said agency chief creative officer Jamie Venorsky. “But modernising a tried-and-true medium with the introduction of Jackpot Jingle will bring another cohort of gamers to the Ohio Lottery ecosystem.”

The song, song title, and artist name had to be carefully crafted to subvert the rules for the various platforms that don’t allow promotions, direct mentions of URLs, links or advertising or brand logos of any kind. The album art was created as a clue to get users who engaged to a playable destination.

“Ohio Lottery is a traditional game in a digital world so we hacked the medium to attract the younger audience excited by digital gaming,” added Venorsky.