Ca$h Pop Game – West Virginia Lottery

Campaign Overview:

In the spring of 2022, the West Virginia Lottery partnered with The Manahan Group (TMG) to launch the new Ca$h Pop game. Designed to be fast, fun, and accessible, the Ca$h Pop game was created to appeal to a younger demographic of lottery players looking for simplicity and instant excitement. TMG’s challenge was to introduce the Ca$h Pop game in a way that would stand out, break through the noise, and educate players on how to play—all while entertaining and attracting attention across a wide range of media channels.

The Ca$h Squad:

To meet this challenge, TMG created the Ca$h Squad—a humorous and nostalgic boy band inspired by the beloved pop groups of the 1980s and 1990s. Complete with coordinated outfits, synchronized dance moves, and over-the-top charm, the Ca$h Squad became the face of the Ca$h Pop game campaign.

The group’s signature song, “1 in 15”, cleverly explained the rules and odds of the game through catchy lyrics and memorable melodies. The song’s title played off one of the core mechanics of the game: players select numbers from 1 to 15, with each draw selecting a single winning number. The result was a fun, easy explanation wrapped in a pop-culture package that resonated with audiences.

Multichannel Campaign Execution:

The launch of the Ca$h Pop game was supported by an integrated media campaign designed to meet the audience wherever they were—on TV, online, on the road, or at the point of sale.

Key Campaign Channels:

• Television & Radio
• Billboards & Digital Ads
• Streaming Radio & Connected TV
• Retail & Point-of-Sale Signage

Performance & Impact:

Despite limitations in backend sales data tracking, TMG used available KPIs—like ad impressions, digital click-through rates, and ad spend efficiency—to monitor performance and optimize delivery in real time. Ca$h Pop game generated nearly $2 million in sales in its first year, demonstrating TMG’s effective marketing strategy.

Recognition & Awards:

The creativity and execution of the Ca$h Pop game campaign didn’t just pay off in sales—it also earned industry recognition. The campaign was awarded two Bronze Telly Awards, celebrating excellence in branded content and commercial music production:

• Promotional Campaign – Branded Content
• Music/Jingle – Regional TV for “1 in 15”

Conclusion:

By merging retro pop culture with modern media tactics, The Manahan Group successfully introduced the Ca$h Pop game to West Virginia audiences. The campaign’s unique creative approach, cross-platform reach, and results-driven strategy proved that even in a fast-paced digital world, memorable storytelling still leads the way. Looking to build a campaign that makes your product shine like a pop star? We can help you create a moment that sticks—and sells.

Please visit wvlottery.com to see West Virginia Lottery’s other fun Draw games.