They wanted to draw attention and create a sense of urgency when the Jackpot increased. We thought rolling an actual, giant lottery ball down a highway might just create that type of situation.
Illinois Lotter Hijackpot Situatiion Update
...only it didn't! For the short time this campaign aired, it did just as we said it would, created a high sense of urgency that actually increased sales dramatically. And yes, as the saying goes: Any press is good press! :)