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Andrew Leeper, Brand Strategy Coordinator at Texas Lottery, discussed its LUCK HAPPENS Concert Series.

In 2019, the Texas Lottery teamed up with Tunein to build a custom pop-up concert series connecting digital and experiential brand engagement.

“From shareable moments to unique branded content, the concert series allowed the Texas Lottery to reach new players and amplify the brand’s LUCK HAPPENS message,” said Leeper.

He provided example of how they were able to tap into buzz bands and fan passion to create FOMO experiences, deep brand engagements and digital content that had people talking.

In order to have a hit concert series, Leeper said a lottery must “stay agile and flexible on talent, use curators that understand your brand, surprise and delight/add value, build trust/avoid hard sell, look beyond the physical event, build on success and keep experimenting.”