This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Idaho Lottery’s Twiceland

On Sunday May 3rd The Idaho Lottery launched a new draw game, Double Play Daily. Purchase a $2 Double Play Daily ticket, and your numbers are entered into two draws daily, held back-to-back starting 8 p.m. MT. The jackpot is $20,000 and up for grabs daily! To launch the new draw game, Drake Cooper developed a new campaign for the Idaho Lottery, called “Twiceland”. In Twiceland, everything is twice as nice. The rainbows come in pairs, the flowers bloom twice a day, and your favorite diner always serves seconds, first. And your chances to win are twice as nice too, with two back to back draws held daily.

As our advertising suggests…hop aboard the fun express to Twiceland, and buy a Double Play Daily ticket today.