When you arrive on the website, you are greeted by the encroaching songwriter staring out of your screen and waving with New York Lottery scratch tickets in the other hand. The landing page reads, “Celebrating the perfect person. You. Holiday Instant Games make the perfect gift. (You know you deserve it.)” Upon entering your name, zip code and birth date (and choosing whether to link to your Facebook account), the singer begins his personalized ode to the user by repeatedly using their name as Facebook photos scroll in the background. The song also features the mention of the user’s inputted birth date and finishes with a map of their town being rolled out on the screen (map feature is only personalized for cities in New York). Users are encouraged to send their personalized song to their friends to subtly hint what New York Lottery gifts may be on their wish list.
Watch an example video.
Advertising Agency: DDB, New York, USA
Director of Digital Integration / Executive Creative Director: Joe Cianciotto
Chief Creative Officer: Matt Eastwood
Art Director: Mario Azzi
Copywriters: Colin Lapin, Scott Cooney
Head of Production: Ed Zazzera
Production Company: Rabbit, Bicoastal
Director: Trevor McMahan
EPs: Douglas Howell, Joby Barnhart
Producer: Jeff Sommar
Director of Photography: Raul Martinez
Exec. Producer: Teri Altman
Technical Design Director: Markus Winkler
Director of Digital/Production: Paul Sundue
Senior Interactive Producer: Eudi Paz
Editorial: The Cutting Room
Editor: John Piccolo
Composer: Andrew Sherman
The Online Advert titled You Are Really Special was done by DDB New York advertising agency for product: Lottery (brand: New York Lottery) in United States. It was released in the Dec 2010.