Pac-Man just got real with latest Instant Scratch-Its campaign via Y&R Brisbane
Eighties icon Pac-Man is making the leap from the video game screen to Instant Scratch-Its tickets under a new arcade-inspired game being launched by the Lott – Australia’s official lotteries. The launch is being supported by a campaign created by Y&R Brisbane.
For the first time, Instant Scratch-Its players can dodge the “ghosts” and weave through the iconic Pac-Man maze for the chance to win from a prize pool of $9 million, including three top prizes of $100,000.
The six-week marketing campaign commences Sunday 4 June 2017. This will include Snapchat, social media and digital videos, along with billboards, shopping centre videos, 
and full bus wraps.
The campaign’s two 10-second Snapchat ads mark the first time Instant Scratch-Its has used this social platform as a marketing channel.
The new game is part of Instant Scratch-Its ongoing brand repositioning that highlights how Instant Scratch-Its deliver little moments of joy that brighten up Australians’ lives every day.
Instant Scratch-Its brand portfolio manager Nada McNamara said the Pac-Man Instant Scratch-Its game and associated campaign aimed to showcase the brand’s playful and fun personality.
Says McNamara: “Australia has had an enduring love affair with Pac-Man since the arcade game that was first released in Japan in May 1980 – just a few years after Instant Scratch-Its were first launched Down Under.
“With a renewed love of all things ’80s at the moment – from the reunion of Bananarama to the era’s metallic ruffles and shoulder pads – we expect the power of Pac-Man to exceed all previous successes we’ve had using licenced properties on Instant Scratch-Its tickets.
“The iconic appeal of Pac-Man is a great way to introduce Instant Scratch-Its to new and infrequent players, particularly adults in their 20s, 30s and 40s who fondly remember Pac-Man from their youth.
“For the marketing campaign, we wanted to take Pac-Man to the next level so many of our digital assets will show the animated Pac-Man leaping from the video screen onto an Instant Scratch-Its ticket and into our everyday lives.”
McNamara said the launch of the Pac-Man Instant Scratch-Its game was part of a concerted strategy to develop new games and tickets aligned to customers’ needs.
“Our strategy moving forward is based on ensuring Instant Scratch-Its meets people’s needs. We know from our recent consumer research that our customers are in different mindsets when they are playing different types of tickets and we need to develop Instant Scratch-Its games that align with these.”
Creative agency: Y&R Brisbane
Media agency: Carat
2 Comments
what happen if you got an orange then you get a ghost. will you get the prize money or not?
Hi
I am not sure played game right. It appears by way pacman facing as you scratch you are lead only one direction with each ‘start’. My daughter scratched a card for fun and the pacman was only chomping one certain maze direction? So is card predetermined to be a winner or loser card? I am asking as it looks like i won?