When it comes to state lotteries, multiplier tickets are a staple of the scratch-off portfolio. The New York Lottery wanted a fresh way to make their new multiplier ticket series top-of-mind. So instead of focusing on the multiplying aspect of the tickets, we decided to capitalize on the “X” symbol featured on the ticket. We opted to change the name of the tickets to “the X series,” allowing us to make the “X” the campaign’s focal point. 


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