Through a partnership with Atlas Experiences, the Iowa Lottery launched a $10 Living Lucky with Luke Combs scratch game on March 7. A promotion by that same name also began that day, allowing players to enter eligible tickets in the game into a promotion for a chance to win an exclusive concert experience in Nashville with the popular country artist.
The Living Lucky with Luke Combs scratch game will offer instant prizes ranging from $10 up to $100,000. Players will be able to enter nonwinning tickets in the game into a promotion for a chance to win one of 10 exclusive trips to Nashville to attend a private concert with Luke Combs at the iconic Ryman Auditorium in February 2024.
Other lotteries around the country also are offering a Luke Combs experience, and at the Nashville concert in 2024, a $10,000 prize will be awarded to a winner from each participating state along with one grand prize of $500,000 from among all the trip winners.
Along with a strong emphasis on a music theme and a picture of Luke Combs at the top, tickets in Iowa’s scratch game highlight key promotion call-outs and have a QR code that links to a customized Luke Combs video for Iowa Lottery players.
“We’ve worked closely with Atlas Experiences on a multi-media campaign that includes elements for television, radio and digital efforts,” said Jon Roth, the Iowa Lottery’s Chief Revenue Officer. “We’re excited to bring this great experience opportunity to lottery players and country music fans in Iowa.”
Iowa Lottery players will be able to enter tickets in the Living Lucky with Luke Combs promotion through June 20, and the drawing for the promotion’s 10 winners of concert trip packages will be held on June 22.