CAMPO VIEJO - DAY OF THE DEAD LOTERIA GAME

Client: Pernod Ricard Year: 2023 Role: Creative Lead / Art Direction

Develop a disruptive M2S program for the Day of the Dead time period that "creates excitement and newness for both shoppers and retailers." And increase sales of course!

We discovered Millennials and Gen Z adults are driving the boardgames market. The industry is set to grow anywhere from 9% to 17% through 2024, reaching over $12 billion. Many of these games are aimed at adults looking for an activity to do while drinking and socializing.

We leveraged a traditional Mexican classic game. Lotería is an eye-catching game that resembles bingo. It’s become increasingly visible in the U.S. in recent years, according to Google trends. Modern, artistic adaptations of the game (Millennial Lotería) appear on Amazon’s top sellers list and in retail stores.

We came up with our own exclusive loteria game! Campo Viejo is honoring this Mexican tradition with Day of the Dead themed gameboards illustrated by a Mexican artist. Every bottle necker includes 2 Loteria gameboards so couples can play together.

How It Works

Instant Gratification: Physical Loteria gameboards are perf’d on neck hanger. QR code on the neck hanger takes you to a microsite that shuffles a virtual deck of cards so players can mark their gameboards in person.

Microsite: Couples play our Lotería game on our microsite. The microsite will serve as a ”card caller” and generate random Loteria cards, while the couple plays along with their physical gameboards.

In-store, the program was supported with eye-catching Day of the Dead displays featuring the loteria cards illustrated by our Mexican artist.