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West Virginia Lottery hosted a new type of treasure hunt for their players at the Charleston Dirty Birds Light the Night event. The contest ran from November 17 to January 6. It was so successful the Lottery plans to emulate the strategy this summer.
The local professional baseball team transformed their stadium into a holiday light show. There were oversized decorations, holiday vendors, fireworks, and even a skating rink. The Lottery partnered with the team to introduce a new QR Code treasure hunt concept.
Players had to locate six QR codes somewhere within the confines of the illuminated maze. Once found, players could submit a selfie for a chance to win tickets and other Lottery prizes.
“The QR challenge was an idea we created to stay relevant in a technical world. It allowed us constant presence without the need to staff the event. It was a fun call to action and an easy way to win,” Kari Blankenship, Promotions Manager, West Virginia, says. “The response was overwhelming. So much so that we are going to do more at sponsored events this summer. It really helps expand our player base in a cost-effective way.”
The Lottery had over 19,000 impressions and 7,100 entries, mostly in the month of December.
Even the Lottery’s popular “Luppets” attended to encourage players to join the festivities. The Luppets are puppet characters, reminiscent of the muppets. They frequently participate in the Lottery’s talk show and have grown a massive following within the state. Due to their popularity, they now make live appearances at events.