The Maryland Lottery is offering football fans the best seats in the house this season to promote the launch of the new Ravens Cash Fantasy scratch-off ticket. The campaign, created by Baltimore-based advertising agency GKV, features a fictional “Ravens Cash Fantasy” store, amazingly lavish stadium seats that represent the prizes fans can win and a highly energetic salesman.
The Maryland Lottery and its creative agency-of-record GKV created four spots for the memorable campaign, which emphasizes the prizes available this year such as season tickets for life, the chance to travel to an away game with the team and rare VIP game experiences.
“Lottery players tell us they purchase Ravens Cash Fantasy scratch-off tickets primarily for a chance to win money and tickets to games – tickets that are very hard to obtain since the Ravens sell out every home game,” said Jill Baer, Maryland Lottery’s Director of Creative Services.
The new campaign encourages fans to “come on down to the Ravens Cash Fantasy store to win crazy good seats,” including the “Million Dollar” seat, the “Fifty Yard Line” seat and the “Seats for Life”. New York-based set builders Sets Machine created the eye-catching designs. For example, the “Airplane” seat, which represents traveling to an away game with the team, is a purple Ravens stadium seat fitted onto a small plane with moving propellers.
“Ravens fans are the most passionate in the league, and we had a lot of fun coming up with fantastical interpretations of all the exciting prizes available for them to win this year,” said Roger Gray, CEO of GKV. “This campaign really brings to life the exhilaration of winning in the Ravens Cash Fantasy game.”
Actor Marco Perella plays the charming salesman who displays the seats in four 30-second TV spots, which will run periodically through the 2012 football season in the Ravens viewing area. Additional elements of the campaign will also be featured in digital, radio and in-stadium executions.
This year’s Ravens Cash Fantasy ticket gives Lottery players a chance to win $250,000 instantly or to enter second chance drawings for $1,000,000 and great Ravens prizes. This is the fourth year of the Maryland Lottery/Ravens partnership.
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 – Ken Dennison
Senior Vice President – David Blum
Senior Account Executive – Jeremy Grein
Business Broadcast Manager – Sara Russell
Production Company – Harvest
Director – Adam Goldstein
Producer – Pam Poertner, Pam Poertner Productions
Editor – Owen Lang, Cerebral Lounge
GKV, celebrating its 30th anniversary this year, is a full-service integrated marketing communications firm specializing in helping challenger brands compete in hyper-competitive categories. With billings of more than $111 million, GKV provides a complete range of communications services including creative development, graphic design, digital and broadcast production, media planning and buying, interactive, community relations, brand strategy, research, public relations, direct marketing, crisis communications, grassroots, social media and word of mouth. GKV’s diverse international Client roster includes government agencies, nonprofits and cause marketing; as well as companies in retail, snacks and beverages, financial services and health industries. The Agency is headquartered in the Offices @ McHenry Row near Baltimore’s Inner Harbor. Visit http://gkv.com/ or www.Facebook.com/GKVus.