Campaign Overview: West Virginia Lottery – PAC-MAN Holiday Scratch-Offs

When the West Virginia Lottery approached us to create their Holiday Scratch-Off campaign, they presented an exciting opportunity: celebrate the nostalgia of one of the most iconic arcade games of all time — PAC-MAN. Their tickets featured the beloved chomping yellow character, and our challenge was to craft a :30 television spot that would instantly transport viewers back to the magic of their first game — whether it was at a buzzing arcade or in their childhood living room.

To capture the feeling authentically, our team immersed ourselves in PAC-MAN gameplay, revisiting old footage and reliving the sights and sounds that defined an era. The broken arcade machine at the local pizza place in St. Albans might have been silent, but the memories were alive — the neon-colored maze, the chasing ghosts, the tantalizing fruit bonuses, and, of course, that unmistakable soundtrack.

Our concept centered around the power of memory. We envisioned adult Eddy, sitting with his mom during a cozy Christmas morning. When she hands him his gift — a bundle of PAC-MAN Holiday Scratch-Offs — he is immediately transported back to his childhood. In his mind’s eye, he sees himself clutching a game controller, basking in the pure joy of Christmas mornings long past.

The West Virginia Lottery loved the concept. After a few collaborative tweaks, we moved into pre-production, partnering with a local video production company to bring the vision to life. They expertly recreated the perfect retro atmosphere, making the transition from present day to Eddy’s childhood seamless and emotionally resonant.

The final message to audiences was simple and powerful: Retro Your Play. The West Virginia Lottery’s PAC-MAN Holiday Scratch-Offs weren’t just tickets — they were a chance to relive the magic of the holiday season and gift a little nostalgia to friends and family.

Results

Television

• 803 spots
• 7.3 Million Impressions
• 76% Reach, 3.4x Frequency

Programmatic Digital

• 2.2 million impressions
• 2,653 Clicks

The PAC-MAN Holiday TV Spot won 1 Gold Telly for Videography & Cinematography in Regional TV.

To see what other fun and festive scratch-off tickets the West Virginia Lottery has to play, visit wvlottery.com.