The Story Lab and VICE throw the ‘Biggest Party Ever’ for Powerball

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The Story Lab and Powerball have partnered with youth media company, VICE, to throw the ‘Biggest Party Ever’. 

The Story Lab’s collaboration with VICE was crafted to elevate brand awareness, social shareability, and favourability of Powerball amongst the millennial audience – bringing to life the brand’s new, rebellious positioning ‘Play by your own rules’. 

Claire Booth, Senior Content Partnerships Manager, The Story Lab, said: “Millennials are increasingly becoming less focused on material possessions and, instead, seek experiences that make their life more interesting and well rounded. 

“With this in mind, we’ve crafted a campaign for Australia’s biggest jackpotting game that creates an emotional connection with the audience, and actively encourages them to think about the limitless possibilities that come with winning Powerball.” 

The ‘Biggest Party Ever’ has given VICE’s audience the ability to shape a special, one-off event, through a competition call-out that ran across its channels. 

Featuring influential creative talent spanning music (Woodes), food (Mitch Orr), travel (Jarrad Seng) and fashion (Emma Mulholland) revealing their ideas for the biggest party ever, readers were encouraged to dream big and submit their own. 

Winning entries were then brought to life as interactive activations at the ‘Biggest Party Ever’ event, including a giant ball pit, a micro infinity room, the ‘Future Club’, and chillout space centred around a massive waterbed. 

Held at Australian Technology Park in Sydney, the people-powered, multi-sensory event – attended by 500 people – was headlined by The Avalanches and featured performances by Sophiegrophy, Ben Fester, and Shantan Wantan Ichiban. 

Jen Lyons, Senior Marketing Manager, Powerball, said: “Partnering with VICE through The Story Lab has given us a chance to put Powerball in front of a hard-to-reach audience. Our new brand platform, ‘Play by your own rules’, encourages the audience to think about how winning Powerball could allow them to live the life that they have always wanted. The ‘Biggest Party Ever’, has given VICE’s audience the chance to experience that feeling for one larger-than-life night.” 

A native content series, Baller Explainers, underpins the campaign, giving VICE readers a new perspective on the life they could live, and who they could be, if they could play by their own rules. 

Campaign credits: 

Jen Lyons, Senior Marketing Manager 
Matthew Itzstein, Brand Manager 
Elizabeth Goopy, Senior Manager Content 

The Story Lab 
Claire Booth – Senior Content Partnerships Manager 
Namita Sopal – Group Director 

Josh Fick – Ecosystem Planning Manager 
Aidan Ryan – Client Leader 

Media enquiries: For further information, contact 
Hannah Cheale – Strategic Communications Lead 
T: +61 488 422 868 

About The Story Lab 

A key agency brand for Dentsu Aegis Network, The Story Lab is a global investor, producer and distributor of premium entertainment content. Since its launch in 2015, The Story Lab has been distributing successful prime-time TV shows and delivering innovative content investment, partnerships and monetization solutions to advertisers. 

About Dentsu Aegis Network: 

As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. Dentsu Aegis Network aims to be the global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network ANZ is headquartered in Melbourne with offices in Sydney, Brisbane, Canberra, Adelaide, Perth and Auckland. Globally, Dentsu Aegis Network operates in 110 countries worldwide with over 23,000 dedicated specialists. / 

About Powerball and the Lott 

Powerball is Australia’s big jackpotting lottery, delivering some of the biggest jackpot prizes the nation has seen. Each week it offers a minimum division one prize pool of $3 million, but can rocket up to $100 million and beyond. 

The Lott is the mark of trust that unites Australia's Official Lotteries by Tatts (Tattersall's Sweeps Pty Ltd), Tatts NT (Tatts NT Lotteries Pty Ltd), NSW Lotteries (NSW Lotteries Corporation Pty Ltd), Golden Casket (Golden Casket Lottery Corporation Limited) and SA Lotteries (Tatts Lotteries SA Pty Ltd) under one banner.