“If it scares you just a little, it’s probably the right thing to do.”

West Virginia Lottery

"A Little Luck" Campaign

 

“A Little Luck” was conceived as a platform that would allow the Lottery to deliver a broad range of product‐focused messages, from promoting big jackpot games like Powerball and MegaMillions to instant‐win scratch‐off games. 

We were deep into concepting this new campaign that would see our WV Lottery client through another year of marketing and we kept coming back to the idea that every lottery player just needs a little luck. A litte luck? Yep. Leprechauns? Yep. Of course, it had been done before, but we sure didn't plan do it the way everyone else had.

We agreed that our Leprechaun would be an employee of the WV Lottery. A very intense, passionate employee who was serious about his job helping people enjoy the many different games available from the lottery. This persona was brought to life with some seriously funny scripts written by Mike Sanford.

To make all this happen we needed an amazing actor. We tried to cast locally and regionally but in the end, to get the caliber of actor we needed, we had to cast out of Hollywood. And that's where we found Mikey Post.

​

Mikey embraced the role and turned the idea we had on paper into one living, breathing angry West Virginia Lottery Leprechaun. And people loved him. We extended the campaign by turning the Leprechaun into radio spots, print ads, and gas pump toppers. We even flew him back to Charleston several times for public appearances.

 

The campaign was so successful that the Lottery decided to continue it for a second year. We were very fortunate to win Best of Show for the campaign at the Charleston, West Virginia Addys.