By Chris Rogers, Deputy Director of Marketing and Products, Arizona Lottery
February 16, 2024
NASPL Insights Online
In 2022, the Arizona Lottery embarked on an innovative marketing journey with the launch of the Arizona Adventure Scratchers ticket. This promotion not only captivated players but also addressed the challenges brought on by the COVID-19 pandemic, showcasing the adaptability and forward-thinking approach of the Arizona Lottery. Now, as we relaunch the campaign this February, let's take a closer look at the success of the first campaign and the exciting changes in store for this year.
The challenges faced by the Arizona Lottery in 2022 were primarily rooted in the skepticism surrounding in-person brand engagement induced by the pandemic. The go-forward direction of the brand became a pivotal consideration. In response to the changing landscape of consumer behavior post-pandemic, the Arizona Lottery strategically tapped into the growing interest in outdoor activities.
The objectives were clear: increase average weekly sales of $5 Scratchers tickets by 5% and enhance player engagement by encouraging exploration of the state, while providing enticing prizes as incentives.
The campaign offered three ways to win cash and travel prizes:
Play the $5 Arizona Adventure Scratchers ticket, boasting a $50,000 top prize, custom illustrations, and prominent conservation messaging.
Go on a self-guided adventure to 12 Arizona State Parks to receive entries for each successful check-in.
Enter Arizona Adventure Scratchers and other eligible $5 tickets to receive entries.
The strategic $1.2 million media mix included TV, OTT, terrestrial radio, audio streaming, out-of-home, retail, print, digital, YouTube, and paid social. Furthermore, the promotion received support from the Players Club loyalty platform with a customized microsite, email marketing, and geo-located push messages near park check-ins. Integrated social media campaigns with local influencers and businesses further amplified the reach and engagement.
A total of $1 million in cash and travel prizes incentivized players to embark on exciting adventures and buy Arizona Adventure Scratchers. The results were impressive, with the influencer campaign reaching 380,000 individuals, contributing to an overall 18% increase in ticket sales. The $5 Arizona Adventure ticket became the top performer during the campaign, accounting for 15% of eligible ticket sales. The campaign achieved a 203% return on investment, including all hard costs.
Building on the success and insights gained from the previous campaign, the Arizona Lottery is kicking off a second edition with exciting enhancements.
A shift in the launch timeframe, check-ins at all-new locations around the state, and revamped travel prize packages, make the 2024 campaign stand out. Launching the campaign in February, during prime Arizona weather, encourages more outdoor exploration and check-in participation compared to the launch in August 2022.
This year's all-new self-guided adventures span 10 Arizona destinations and include more central areas around the state, making participation even more accessible. From the Hole in the Rock at Papago Park in Phoenix to Buffalo Park in Flagstaff, these adventures promise a diverse and thrilling experience. At all of these locations, players will have a widened geo-location radius of three miles, making for ease of check-in. Players can enter the Adventure Drawing while at the locations by visiting AZAdventure.com on their phone to check-in using their Players Club login information.
Partnering with the Arizona Office of Tourism to curate five staycation travel prize packages provides authentic Arizona experiential prizes, including a Sights and Heights package in Page, where winners can embark on an adventure by boat, helicopter and foot, immersing themselves in spectacular views of Antelope Canyon and Horseshoe Bend. Other prize packages like Grand Adventure, High Altitude Adventure, Wine and Dine, and Relax and Recharge offer unique experiences across the state.
How to Enter Drawings:
Each Adventure Check-in will receive 10 entries into the Adventure Drawing.
Each $5 Arizona Adventure ticket will receive 5 entries into the Cash Drawing and 5 entries into the Adventure Drawing.
Each $20+ Scratchers ticket will receive 1 entry per dollar into the Cash Drawing.
For the Cash Drawing, one grand prize winner will receive $500,000, and six others will receive $50,000. For the Adventure Drawing, a grand prize winner will win $50,000 cash plus their choice of an Arizona Staycation Package, and 14 winners will get to choose from the five incredible Arizona Staycation Packages curated by the Arizona Office of Tourism.
Our slogan, “Take an adventure with the Arizona Lottery,” encapsulates the spirit of this campaign, inviting players not just to play the lottery but to embark on a journey of exploration and excitement. As we anticipate the launch of the 2024 Arizona Adventure, the Arizona Lottery continues to redefine the traditional lottery experience, creating a winning formula that resonates with players and keeps them coming back for more. The Arizona Lottery's Arizona Adventure campaign continues to push boundaries, combining the thrill of lottery games with the beauty of Arizona's landscapes, creating an immersive and unforgettable experience for players.