To promote Champions of Cash, a new 3D scratch-off game that allows New Yorkers to play immersive sports in 3D on their phone, the New York Lottery surprised players at a neighborhood basketball court with a hoop that "rained" money.
The stunt, filmed to promote the game in a campaign by McCann, shows players at first being taken aback to see a single coin fall from the hoop. This turns into several coins, then a shower, then finally an eruption of bank notes. The idea was to reward harder shots with more money.
The integrated campaign launches on March 30 and will include TV, digital, social and retail activations.