Virginia Lottery wanted to reach younger players. The brief was simple: make it memorable, make it engaging, and above all, make it fun. Infillion delivered a scratch-off experience — literally.

Users scanned a QR code, paired their mobile device to the CTV unit, and wiped their phone screen to reveal the PLAY product line through interactive hotspots. By replicating the tactile joy and anticipation of a real scratch-off, we gave users something they actually wanted to do. Every hotspot opened a deeper look at a different PLAY product, turning a TV ad into a guided exploration.