Arizona Lottery has conducted an interesting social/viral media campaign over the past week. Five 12 foot pickaxes were placed in different cities in Arizona. A sign next to each of pickaxes read: #guesswhosebackAZ.

People were asked to post photos to social media using the hashtag. People could then go to the website guesswhosebackaz.com and vote any picture they liked the best. The kicker? Whoever received the most votes won a $1,000.

The campaign ended with the return of AZ mascot, Windfall Willie. Windfall Willie was lost during the Arizona Lottery’s 2014 rebranding campaign. Windfall Willie returned with the new $30 Ultimate Millions Scratchers ticket.