When the Colorado Lottery tasked Cactus with promoting their new vampire-themed ticket, Immortal Cash, the initial thought was that the game would be successful among 18-24 year-old males. But once the Cactus account planning team dove into the research, it became clear that the ideal target audience was not young men, but middle-class women looking to escape the stress of daily life for the fantasy of winning. Known as Twi-moms, these women are big fans of the Twilight series, as well as other vampire books, movies and online communities. In addition, we discovered a profile overlap between existing Scratch players and Twilight Moms. It turns out many of the same drivers of Scratch play (including a sense of optimism, a need for escapism and a desire to re-kindle passions) are the same drivers that attract this audience to the qualities inherent in vampire culture.

Our goal was to create a campaign that connected with the target audience by tapping into these core drivers, so we created a spot that engages this Twi-mom audience with a cinematic touch, creating the feeling that it could just as easily be a preview of a new vampire series, TV show or movie. 

Brian Watson – ACD

Mike King – Copywriter

Matt Chiabotti – Art Director

Lauren Hudson – Account Planner

Vanessa Louis – Account Executive 

Gabriela Ocampo – Spanish copywriter / producer

Brooke Warren & Danielle Bryan – Producer

Production Studio:

Stewart Hendler - Director

Pete Trucco - Producer

Post Production

Jason Sedmak - Editor

Rick Gougler - Senior Colorist

Chuck Biddlecom - Engineer/Sound Designer

Jamie Kirchhof - General Manager