Digital-centric audiences love gaming. But they don’t love old-fashioned lottery games. How does a 50-year-old paper-centric brand like the Ohio Lottery attract an audience that typically ignores them? By gamifying everything, from TV commercials (where you can win money by scanning a code in the spot) to the most mundane activities like renewing your driver’s license or waiting for the laundry to dry at the laundromat. We created a 24-hour Instagram Live hack that turns waiting into winning. We call it “The Waiting Game.”