After the pandemic, consumers were skeptical about returning to crowded live events. This made brand engagement and activation opportunities few and far between. People were, however, heading outdoors. The Arizona Lottery wanted to create a program encouraging people to continue to go outside as well as remind people that State Parks were one of the many state programs the Arizona Lottery helped support.
We created a campaign that was uniquely Arizona and included customized ticket designs and leveraged local news outlets, influencers, and state businesses. In addition to normal channels, the campaign also met potential consumers in places they weren’t expecting, including State Park Visitor Centers where visitors could get brochures, stickers, posters, and other giveaways.
The campaign was a huge success. In addition to drawing attention to how the Arizona Lottery helps the community, the Arizona Adventure Scratchers Ticket nearly sold out and was the top performer at the $5 price point and accounted for 15% of sales among eligible tickets for the promotion.
