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New York Lottery: You Are Really Special

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When you arrive on the website,created by DDB New York you are greeted by the encroaching songwriter staring out of your screen and waving with New York Lottery scratch tickets in the other hand. The landing page reads, “Celebrating the perfect person. You. Holiday Instant Games make the perfect gift. (You know you deserve it.)” Upon entering your name, zip code and birth date (and choosing whether to link to your Facebook account), the singer begins his personalized ode to the user by repeatedly using their name as Facebook photos scroll in the background. The song also features the mention of the user’s inputted birth date and finishes with a map of their town being rolled out on the screen (map feature is only personalized for cities in New York). Users are encouraged to send their personalized song to their friends to subtly hint what New York Lottery gifts may be on their wish list.

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