If your product is the lottery, the way to drive up purchases is to make it easy for consumers to dream about what they would do if they win. You can see that in print and TV ads, and with at least one branded company podcast from EuroMillions from The National Lottery:

Rich Beyond My Wildest Dreams

The show is hosted by comedian Sarel, produced by Acast Creative, and just launched in September. It’s a fun format where each episode brings on a British celebrity and guides them on a casual conversation about what they would do, in great detail, if they won the lottery. Elaborate dreams of massive riches and indulgent expenses occur.