For many New Yorkers, spotting and talking about rich people is a favorite pastime. They are fascinated by the stories of rich excess and self-indulgence. All the while reassuring themselves, that they would NEVER do anything as stupid if they were rich. NY Lotto wanted to promote exactly this sort of thinking, so they did what you do when you want to promote thinking - you write a book. Not just any book, of course. A book that clearly presents rich people as their own strange (but fascinating) species, with their own behaviors and distinctive appearance. We called it “Rich People of New York You Would Be Better Than if You Were Rich: a field guide.”

We created a limited edition hardcover guidebook of “Rich People of New York You Would Be Better Than If You Were Rich.” The book details the many different types of completely ridiculous New York rich people, each one inspired by actual rich buffoons. Written in the authoritative, observational style of a bird watching guidebook, our field guide offers in-depth bios and detailed descriptions of all sorts of New York rich people, from the “Grown-Up Child Star” to the “Eccentric Collector of Eccentric Collections.” We even created latin-ish species names for each type of rich person. And while the guidebook was very useful for identifying rich people, it was more important that the book was thoroughly entertaining. So we wrote it to be a playfully humorous work, from beginning to end. Giving every description a wry wink that let everyone in on the fun.

NY Lotto sales increased 16% when compared to last year, representing incremental revenue of over $3.2 million to date. It also greatly surpassed our 5% goal. We also achieved a 6.6% increase in brand favorability and 3.1% increase in intent to play more often among existing customers. New Yorkers were finally playing NY Lotto again.