How we used one of the internet’s hottest memes to deliver EuroMillions’ biggest draw in over a decade and raise more money for good causes than Comic Relief

EuroMillions allure was fading—until we ditched tradition with a bold, “meme-first" strategy. We used playful social content and a hit podcast to turn EuroMillions into a cultural icon. The result? Record-breaking sales, £41.9M raised for good causes, and a renewed sense of wonder around winning big.