To promote the New York Lottery's Holiday Scratch-Offs, we produced an annual Facebook Live show for six years. In 2019, we partnered with Magda Sayeg, a social influencer and textile artist widely credited as the "mother of yarn bombing," a movement that involves wrapping urban objects in colorful knitted or crocheted material.

We started by yarn bombing the room and everything in it. To entertain our viewers, we knitted a crowdsourced ugly sweater live on Facebook. For three hours straight, Magda, along with her dog Lucy, went to work, knitting and engaging with viewers to decide what items to knit onto the sweater.

Results:

1.8M total reach

31,057 engagements

3 hours of live content