New York Lottery Knitcast

Our brief was to help keep New York Lottery top of mind for New Yorkers during the busy season of last minute gift giving… because what’s an easier last minute gift than a scratch-off!? We created The Ugly Sweater “Knitcast” - A 3 hour Facebook LIVE event where New Yorkers knitted an ugly sweater together. There were games, music, a yule log, and … most importantly many chances for our fans to win scratch-offs and prizes! We live streamed from a yarn-bombed set with our our host Magda (expert knitter) and her dog Lucy. As they sat knitting away, our announcer walked the audience through a variety of games and questions to decide what to add to our sweater next. We gave away 101 prizes… and one lucky New Yorker even won the ugly sweater that we made!

Results:

  • 1.8M+ Reach

  • 450k+ Video Views (3x peak viewers than our previous three holiday FB Lives)

  • 31K+ Engagements

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