The New York Lottery's Big Surprise: A $10,000,000 Scratch-Off Game
In a city where the extraordinary is just another Tuesday, the New York Lottery has found possibly the last frontier of surprise for its inhabitants: a Scratch-Off Game with winnings up to a staggering $10,000,000. This spring, the introduction of the $10,000,000 Cash ticket has turned heads, not an easy feat in a place like New York. Developed by McCann New York, the campaign titled “Nothing Surprises a New Yorker” taps into the quintessential New York experience of daily encounters with the unbelievable, suggesting that mammoth lottery winnings might just be the wonder that makes a New Yorker pause.