This advertising campaign had a goal of increasing player engagement by encouraging exploration of the state of Arizona. Our idea was centered around finding adventure with the Arizona Lottery by highlighting both the beauty and the distinct biomes of the state ranging from the desert of the south all the way to the forest of the north. With the Lottery as the catalyst for adventure, and how it goes back to our beautiful home state, the illustrations created a perfect balance on bringing the state to life in a way that feels modern and special.
Using significant Arizona landmarks as our backdrop, we created a campaign that aimed to reach a wide range of players by combining a one-of-a-kind lottery ticket series featuring custom illustrations, a self-guided adventure, an integrated social media campaign, word-of-mouth marketing, and a celebration of the state’s natural beauty. The adventure came to life in three easy steps: Log On: We designed the microsite AZAdventure.com as our hub for various “adventures” around the state.
Check-In: Once a player reached an adventure location and their coordinates were confirmed by the site, they could “check-in” to that destination to receive a set number of entries into the drawing for a chance to win a trip and cash prizes inside the Players Club.
Earn Entries: A nature-themed, limited-time Scratchers® game accompanied the promotion as another way for people to earn entries into the promotion, along with all other $5 Scratchers tickets.
The Arizona Lottery wanted to drive revenue, increase player engagement, and drive signups to their Players Club program. Because of the pandemic, consumers were still hesitant to go back to live events. This meant in-person activation opportunities were few and far between—so we’d have to get creative with our solution. Although consumers were avoiding crowds, they still longed for some sort of connection with their community. Many people were turning to outdoor activities as a way to improve their mental well-being, manage anxiety, and escape from everyday stressors. With this, we saw an opportunity to give players the ultimate outdoor adventure - and the Arizona Lottery would be their guide.
The Arizona Adventure Scratchers ticket was not only the top-performing $5 ticket for the duration of the campaign, but it also accounted for 15% of sales among the eligible tickets for the promotion. On top of all that, the ticket was completely sold out before the promotion ended.
52% of outdoor enthusiasts said the advertising made them buy the ticket vs. the 35% norm.
3.9M geographically-triggered impressions served
Additionally, this project won gold at the 2023 American Advertising Federation Awards in the Phoenix division and was one of roughly 4,000 applicants to be chosen as a finalist for the 2023 Communication Arts Illustration Awards.