The Florida Lottery’s Good Fun Lab Ignites Player Engagement

By Amber Seale, Deputy Secretary of Marketing, Florida Lottery

Published June 23, 2026

Campaign Activation Overview

Earlier this year, the Florida Lottery launched their X THE CASH Family of Scratch-Offs ($1, $2, $5, $10 and $20). Additionally, the Florida Lottery also launched the $50 ticket during the next product launch six weeks later. As a player-favorite product, the team wanted to leverage the success and brand equity of X THE CASH and increase overall participation of Scratch-Off games available during a peak lottery sales period.

The Good Fun Lab activation was a content series designed to amplify the $50 X THE CASH Scratch-Off campaign. This series was primarily hosted on our Facebook page where weekly trivia videos launched, giving players a chance to enter weekly gift card giveaways up to $400. Our Instagram page played a supporting role in this activation to help cross-promote our Facebook page, driving greater participation in our social channels and maximizing overall performance.

Execution

Our highly integrated and inventive weekly content series, hosted on our social channels, was designed to keep players engaged from start to finish, with key engagement drivers including giveaways, clues, and answer reveals. As a tie back to the X THE CASH Family campaign, art direction helped to extend its overall visual identity, including the same TV talent to help deliver a fully integrated brand experience.

The weekly giveaways rolled out with increasing winners each week, supported by clue-driven content to re-engage players and answer reveals to round out each week. Players were incentivized with gift card prizes, which increased weekly, ranging from $100 to $400. This ultimately helped to increase overall player participation, and the growing prize amounts encouraged return engagements.

While Facebook was the primary channel, we used paid promotional support on Instagram to help drive reach of the activation. These paid social efforts increased engagements, view-thru and extended overall reach. To help boost additional engagement and overall player participation, we revealed each week’s winners in a graphic post. Not only did this drive awareness around who won, but also encouraged players to enter weekly for their chance to win. Overall, our main goal of the content series was to entertain and create dwell time with the brand. Additionally, we strived to increase recall of the new product to help drive home those longer and more engaged viewing sessions.

The Results

The Good Fun Lab content series drove consistent participation and engagement across four weeks. Video views were a big driver of the campaign, which saw stable performance week–over-week. The strong performance of the Good Fun Lab content series demonstrates the effectiveness of leveraging engaging, entertainment-driven content to connect with players and encourage participation. With more than 1.25 million video views, over 1.27 million total engagements, and more than 5.2 million impressions, the campaign successfully captured audience attention while reinforcing the Florida Lottery's it’s good fun brand positioning. The high volume of entries and Social Bonus Play Code redemptions further highlights the campaign's ability to drive meaningful consumer action, creating sustained engagement throughout the $50 X THE CASH campaign and extending the overall player experience beyond the point of purchase.