Chris Rogers, Deputy Director, Marketing & Products, Arizona Lottery focused on its Arizona Storytellers program which it contracts with the USA Today-owned “Arizona Storytellers Project.”

“Using live events and powerful videos, we help Arizonans better understand the Lottery’s impact in their lives,” said Rogers. “Audiences perceive these as earned media that does not feel like advertising. Utilizing this strategy, we’ve seen a dramatic improvement in the way this influential audience, not generally persuaded by traditional ads and commercial campaigns, perceives the lottery, increasing both their affinity for the lottery and their motivation to play,” said Rogers.

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