Powerball launches the ‘Biggest Party Ever’ for creative millennials via The Story Lab and VICE
The Story Lab and Powerball have partnered with youth media company, VICE, to throw the ‘Biggest Party Ever‘.
The Story Lab’s collaboration with VICE was crafted to elevate brand awareness, social shareability, and favourability of Powerball amongst the millennial audience – bringing to life the brand’s new, rebellious positioning ‘Play by your own rules’.
Says Claire Booth, senior content partnerships manager, The Story Lab: “Millennials are increasingly becoming less focused on material possessions and, instead, seek experiences that make their life more interesting and well rounded.
“With this in mind, we’ve crafted a campaign for Australia’s biggest jackpotting game that creates an emotional connection with the audience, and actively encourages them to think about the limitless possibilities that come with winning Powerball.”
The ‘Biggest Party Ever’ has given VICE’s audience the ability to shape a special, one-off event, through a competition call-out that ran across its channels.
Featuring influential creative talent spanning music (Woodes), food (Mitch Orr), travel (Jarrad Seng) and fashion (Emma Mulholland) revealing their ideas for the biggest party ever, readers were encouraged to dream big and submit their own.
Winning entries were then brought to life as interactive activations at the ‘Biggest Party Ever’ event, including a giant ball pit, a micro infinity room, the ‘Future Club’, and chillout space centred around a massive waterbed.
Held at Australian Technology Park in Sydney, the people-powered, multi-sensory event – attended by 500 people – was headlined by The Avalanches and featured performances by Sophiegrophy, Ben Fester, and Shantan Wantan Ichiban.
Says Jen Lyons, senior marketing manager, Powerball: “Partnering with VICE through The Story Lab has given us a chance to put Powerball in front of a hard-to-reach audience. Our new brand platform, ‘Play by your own rules’, encourages the audience to think about how winning Powerball could allow them to live the life that they have always wanted. The ‘Biggest Party Ever’, has given VICE’s audience the chance to experience that feeling for one larger-than-life night.”
A native content series, Baller Explainers, underpins the campaign, giving VICE readers a new perspective on the life they could live, and who they could be, if they could play by their own rules.
9 Comments
This is shit.
Where’s trade descriptions when you need them?
Win $50 million and live in ball pit with crap music? Love to see the business case for this dross
No point getting a home, so gamble your life savings out
Didn’t Taboo do this at Pause Fest?
MTV did this years ago, but cute copy.
Absolutely shit party, made fun entirely by the fact that VICE and Powerball paid for food and drinks solely to get their brands in front of eyes which most likely have already seen through their vapid and uninteresting pretensions to understanding youth culture.
CLIENT: “We have $100K and want to target millennials because people aren’t buying powerball tickets anymore – because they’re informed and have an understanding that in 2019 the chances of winning the lottery are something like 1:10,000,000”.
VICE: “We know what millennials like and have no problem with encouraging gambling culture to the less financially savvy. We’ll give them free food, drinks and a ball pit, that’ll be $80K + $20K for a shitty post event hype reel please”.
CLIENT: “Cool”.
This seems to be a growing trend. I’ve seen a few sponsored videos for the lotto pop up on Ped.TV’s FB page. Don’t think any millennial is really going to buy it tbh.
This whole press release is fucking revolting.
It’s all so horribly wrong and misguided – made even more so by the fact that a group of people genuinely thought it was a good idea.