Illinois Lottery Promotes App With 'BDE' and Live Ad Featuring Drew The Kiiid

For a recent ad campaign to promote its app, the Illinois Lottery booked up-and-coming hip-hop artist Drew The Kiiid. The brand partnered with iHeartMedia Chicago last week to give the budding rapper air time to perform part of his song, “Get It,” for a live online ad streamed by WGCI-FM.

The 30-second spot, from Dentsu Creative and dentsu X and directed by Courtney Phillips, shows the many places one can get the lottery app—on a walk, in the tub, in the club or on an elevator. It gives off BDE vibes (Big Download Energy), while also serving as a notice to up your rubber-ducky game.

“We had the idea of working with a local, up-and-coming hip hop artist—someone on the verge of ‘getting it’ themselves,” says Todd Brusnighan, GCD at Dentsu Creative. Not only is Drew The Kiiid a rising star, but he is the type of artist that can turn around music quickly. Drew basically wrote the song in 24 hours. And after our initial listen, it was all but done.” Take a listen below:

“We wanted to bring the energy of the campaign assets a step further—and have them live beyond the screen/page so that consumers could really experience the energy of the Illinois Lottery app,” Megan Bah, group director, planning, at dentsu X, tells Muse.