On January 15th, Powerball changed the rules of the game by doubling the price to play along with doubling the starting jackpot. The point was to push the new jackpots to get bigger faster with the potential to become the largest jackpots in history. Making the winners of new Powerball the kind of rich that even rich people would be jealous of.

Due to the fact that on January 15, 2012 the Powerball jackpot and the price of a Powerball ticket would be changing literally overnight, we needed to implement the creative using all of the media channels at the same time on that very day. To get the word out to as many people as possible and as quickly as possible, TV, Radio, OOH/ Print and online communications all launched through out the entire State of New York on January 15th.

The introduction of the new Powerball was a great success from both a client and consumer perspective. The work premièred on highly-rated programming, including the Golden Globes and the NFC Championship and has generated lots of buzz both inside and outside of the industry. Sales for the game were further bolstered by a jackpot rollup of $325m within the first two weeks of launch. This jackpot not only resulted in $56m in sales but produced 11 new millionaires in New York State.