In addition to being home to Michael Phelps, who is undeniably one of the most famous swimmers in Olympic history, Maryland is also home to another break-out athlete hoping to win gold in London this summer: the hefty Brooks Velour. This fictional character is the face of the Maryland Lottery’s Medal Madness advertising campaign.
Running from July 9 to August 12, the integrated TV, digital and social media campaign focuses on Brooks’ unusual quest for gold in swimming. In addition to a 30-second TV spot showing his unique warm-up routine, dive and swim strokes, the campaign also includes Web videos with Brooks packing for London, sharing his personal story, diet and training regimen. Visitors to the Maryland Lottery website can play an interactive game to race Brooks in swimming. He also will be tweeting (@BrooksVelour) during the Summer Games.
Brooks and his hijinks are the brainchild of the Maryland Lottery and its creative agency-of-record, Baltimore-based GKV. The campaign educates Lottery enthusiasts about the Medal Madness promotion where players can win up to $250,000.
“The Brooks Velour character is such a fun, unconventional way to use the Summer Games as a springboard to show Marylanders how easy it can be to join the medal madness while playing some of their favorite Lottery games,” said Roger Gray, CEO of GKV. “The humorous aspect of the spot will really stand out from the traditional spots that run throughout the Games.”
Marylanders may recall previous Maryland Lottery campaigns that featured Brooks and his run for gold during the Summer 2008 and Winter 2010 Games, where he competed on the balance beam and figure skating, respectively. Both of these campaigns had been successful in boosting sales.
“Seeing Brooks spoof a competitive swimming event really drives home the point that while we can’t all participate in London this summer, everyone who plays Lottery games like Pick 3, Pick 4 or Keno, among others, can still collect medals for a chance to win,” said Jill Baer, Maryland Lottery’s Director of Creative Services.
During the Medal Madness promotion, which runs across all online Lottery games, Marylanders will randomly receive a “Gold,” “Silver” or “Bronze” logo on the top of their tickets. They are encouraged to collect all three logos on non-winning tickets and mail them in for the chance to win cash prizes up to $250,000. Players will also have the chance to win free game plays at the point of purchase.
Client: Maryland Lottery
Director of Creative Services -Jill Baer
Senior Advertising Manager – Barbara Jones-Frederick
New Media Manager – Jason Snapkoski
CEO – Roger Gray
Chief Creative Officer – Jeff Millman
Art Director – Chris Stark
Copywriter – Hugh Carson
Senior Vice President – David Blum
Senior Interactive Producer – Jenn Pinti
Digital Strategy – John Marsh
Business Broadcast Manager: Sara Russell
TV Production Company – Park Pictures
Director – Benzo Theodore
Producer – Marsha Dereckson, Wannabe Productions
Editor – Jim Ulbrich, Beast