Chris Rogers, Deputy Director, Products & Marketing, Arizona Lottery focused on how marketing unique and localized ticket themes can attract fringe player segments and leverage chatter around the game to generate earned media. Its Alice Cooper-licensed scratcher featured a local legend and raised funds for the Solid Rock Teen Center in Phoenix.

The lottery’s Hispanic Heritage ticket shows the importance of visual appeal for the dabblers and dreamers. Artist-in-residence Emily Costello created “Lucha Libre Loot” tickets. “Emily set about designing a Luchador themed ticket series with an unconventional twist – rendering luchador likenesses that represented men, women, cats and dogs alike,” said Rogers.

ROI for both games is solid. The Alice Cooper ticket generated a 280% ROI at week nine, while Lucha achieved 139% at that same time. “Additionally, we generated more than $313,000 in earned media with Alice Cooper and another $27,0000 with Lucha Libre,” said Rogers.

Link to Powerpoint:

Arizona Lottery_Chris Rogers