Rabbit, Bicoastal director Trevor McMahan delivers a personalized singing holiday telegram to your inbox in this new interactive online experience, “You Are Really Special,” for New York Lottery out of DDB, New York. The online promotion allows users to send a personalized holiday song reminding their friends and family about their favorite stocking stuffers from the New York Lottery. Users are able to not only enter their name to be used on screen (labeled on the lone stocking on the fireplace and an included in an unsettling appearance on the songwriter’s chest tattoo) but also to be sung throughout the song. Users can choose to upgrade their experience by linking to their Facebook account to allow their photos to be featured in the background throughout the personalized song.

Make your own personalized song HERE.

Says director McMahan, “Many of the customized cards out there are too impersonal and generic. We really wanted to make this more personal and invasive by making it seem like the singer knew you but you don’t know him.” The actor spent eight days in the studio individually recording thousands of names and the 5,000-plus cities in New York State.

When you arrive on the website, you are greeted by the encroaching songwriter staring out of your screen and waving with New York Lottery scratch tickets in the other hand. The landing page reads, “Celebrating the perfect person. You. Holiday Instant Games make the perfect gift. (You know you deserve it.)” Upon entering your name, zip code and birth date (and choosing whether to link to your Facebook account), the singer begins his personalized ode to the user by repeatedly using their name as Facebook photos scroll in the background. The song also features the mention of the user’s inputted birth date and finishes with a map of their town being rolled out on the screen (map feature is only personalized for cities in New York). Users are encouraged to send their personalized song to their friends to subtly hint what New York Lottery gifts may be on their wish list.

About Rabbit

Throughout literature, folklore and pop culture, the Rabbit is famed as a trickster, an upstart, a lovable rogue. It is also a new model for a production company. With a talent pool extending from Manhattan to Hollywood to Silicon Valley, Rabbit defies easy categorization. Except for its mischievous nature, of course.

Credits:
Client: New York Lottery
Title: “You Are Really Special – Demo”
Production Company: Rabbit, Bicoastal
Director: Trevor McMahan
EPs: Douglas Howell, Joby Barnhart
Producer: Jeff Sommar
Director of Photography: Raul Martinez
Agency: DDB, New York
Director of Digital Integration/Executive Creative Director: Joe Cianciotto
Chief Creative Officer: Matt Eastwood
Art Director: Mario Azzi
Copywriters: Colin Lapin, Scott Cooney
Head of Production (Agency): Ed Zazzera
Exec. Producer: Teri Altman
Technical Design Director: Markus Winkler
Director of Digital/Production: Paul Sundue
Senior Interactive Producer: Eudi Paz
Editorial: The Cutting Room
Editor: John Piccolo
Music: Butler
Composer: Andrew Sherman
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For more information, Contact: Press Kitchen, 310.392.6682