Scratch & Win: Part 6 – The Game Dreams Are Made Of

Release Date: February 26, 2025
Host: Ian Coss
Produced by: GBH News

1. Introduction to Lottery Fever

"Scratch & Win" delves into the meteoric rise of America's most successful lottery, focusing on the Massachusetts Lottery's transformation from its humble beginnings in the 1970s to its peak in the 1980s and beyond. The episode opens by illustrating how state lotteries, particularly through innovations like scratch tickets, have legitimized gambling, bringing it from the shadows into the public and governmental realms.

2. The Early Days of Massachusetts Lotto

In the mid-1980s, lotteries were becoming ingrained in American culture, a phenomenon termed "lottery fever." Don Hayes reminisces about the early days, noting, "The largest lump sum cash payment in the history of the Maryland State Lottery. Lottery jackpots unlike anything the world had ever known" [01:08]. This burgeoning excitement was characterized by escalating jackpots that fueled media coverage and, in turn, increased public participation, creating a self-sustaining cycle of growth.

However, Massachusetts' initial foray into lotto in 1978 was unsuccessful. As Jack Connors explains, "They introduced it in 1978. And Lotto, it just doesn't work" [08:13]. The game failed to capture public imagination, leading to its cancellation three months post-launch without any jackpot winners.

3. The Role of Hill Holiday Ad Agency

The turning point came with the involvement of Hill Holiday, a creative ad agency founded in the 1970s. Jack Connors, one of its founders, recounts meeting Bob Crane, the State Treasurer and "czar of the lottery," whose charismatic and larger-than-life personality was instrumental in revamping the lottery's image. Connors highlights Crane's dedication: "As charming as Bob was, as great an entertainer as he was, it was important to him that this be successful. And if the first one failed, then the second one couldn't" [22:40].

Hill Holiday's innovative advertising strategies were pivotal. The agency was known for creating ads that felt genuine and relatable rather than overtly promotional. For instance, their campaign for Hancock Insurance focused on realism without direct sales pitches, a technique they adeptly transferred to lottery marketing.

4. Relaunching Lotto as Megabucks

In 1982, Massachusetts relaunched Lotto under a new name: Megabucks. Seamus McGuire, a creative genius at Hill Holiday, spearheaded the rebranding. Dissatisfied with names like "Lotto" or "Pick Six," McGuire coined "Megabucks" accompanied by the slogan, "the game that dreams are made of" [17:53]. This rebranding was designed to evoke excitement and aspiration, aligning with the cultural zeitgeist of the 1980s.

5. Marketing Strategies and Campaigns

Hill Holiday's marketing approach was both innovative and culturally attuned. They produced memorable advertisements that resonated with the public's desire for wealth and upward mobility. Notable campaigns included:

• "The Numbers Obsession": Ads featuring a truck driver helplessly encountering the number "402" everywhere, symbolizing the pervasive allure of the lottery [15:37].

• "Mop Bucket Boardroom": Starring Clara Peller, famous for her "Where's the beef?" Wendy's commercial, this ad depicted a woman transforming from a hardworking employee to a lottery winner, symbolizing the life-changing potential of Megabucks [19:27].

Don Hayes reflects on the impact of these ads: "We wanted them to think about playing that number... You can tell a local commercial from a national commercial, right? This show looked great. It was just like money, money, money, money" [16:12; 20:25].

6. Cultural Context of the 1980s

The success of Megabucks was intertwined with the broader cultural and economic landscape of the 1980s. As Jack Connors observes, "The 1980s is a period of stagnating incomes for blue-collar workers, persistent unemployment... helps explain the appeal of a $40 million jackpot" [25:02]. This era saw a decline in American meritocracy ideals, where hard work no longer guaranteed upward mobility, making the lottery's promise of sudden wealth particularly enticing.

Moreover, the decade was marked by an obsession with wealth and opulence, as evidenced by popular culture phenomena like "Dynasty", Donald Trump's rise, and the launch of the Forbes list. These elements collectively fostered a societal fascination with immense wealth, which Hill Holiday adeptly leveraged in their lottery marketing.

7. The Rise of Megabucks and Its Success

By 1984, Megabucks had become a national sensation. The jackpot soared to $15 million, making it the largest lottery prize in North America at the time. The Massachusetts Lottery's revenue doubled from the previous year, and by 1986, 70% of Massachusetts adults regularly played Megabucks, with that number swelling to 90% during peak jackpot periods [30:41; 30:40].

Television became a battleground for lottery drawings, with Boston TV stations vying for the lucrative prime-time slots. Dawn Hayes emerged as the new face of the lottery after a serendipitous opportunity arose when the original host fell ill [33:00]. Her relatable persona and consistent presence endeared her to millions, turning her into a household name.

8. Ethical Considerations and Criticism

Despite its success, the Massachusetts Lottery faced significant criticism regarding its aggressive marketing tactics. The episode highlights the ethical dilemma of a government entity actively promoting gambling. Jonathan Cohen asserts, "You have the government out promoting gambling. You have the government encouraging its citizens to gamble. And I don't think that's a proper role" [36:38].

Additionally, the episode touches on the inclusion of lottery funding for public goods, such as education, raising questions about whether it was an appropriate mechanism for revenue generation. Critics argued that promoting gambling could exploit the working class, who constituted the bulk of lottery players, often spending disproportionate amounts relative to their income.

9. Conclusion and Tease for Next Episode

As "Scratch & Win" concludes Part 6, it hints at the impending challenges faced by Bob Crane and the Massachusetts Lottery. Despite their success in driving out mafia bookmakers and skyrocketing lottery revenues, Crane finds himself under scrutiny and facing allegations of unethical practices [43:50]. The episode sets the stage for the next installment, promising an in-depth exploration of these emerging conflicts.

Notable Quotes:

• Don Hayes: "The jackpot will never grow if you have too many winners." [08:39]
• Jack Connors: "The fundamental piece of lotto is that there's a rollover and that the jackpot is not fixed and it gets bigger over time." [07:56]
• Seamus McGuire: "I happened to fall in love with Bob Crane. He was a true character." [11:56]
• Don Hayes: "You have to have that one in a million shot there." [29:05]
• Jonathan Cohen: "The lottery, it was a family sporting event and everybody knew the chances were slim." [40:10]

"Scratch & Win: Part 6 – The Game Dreams Are Made Of" offers a comprehensive exploration of how strategic marketing, cultural dynamics, and economic conditions converged to make the Massachusetts Lottery a nationwide phenomenon. Through interviews, archival footage, and insightful analysis, the episode paints a vivid picture of the lottery's ascent and the complex interplay between government, media, and public sentiment.

For more in-depth stories and archival materials, visit gbhnews.org/scratchandwin and check out the series on the GBH YouTube channel.