2023: Hawkeye Scratch Tickets Come to Life
Kassandra Trenary, Director, Marketing & Advertising, Iowa Lottery
Kassandra Trenary, Director of Marketing & Advertising at the Iowa Lottery, discusses the innovative partnership between the Iowa Lottery and the Iowa Hawkeyes in 2023. This collaboration resulted in the creation of a first-of-its-kind licensed property ticket, marking a significant milestone for both. Through strategic marketing efforts, including unique experiences and targeted advertising, the Iowa Lottery successfully launched the ticket, which surpassed previous sales records and garnered significant attention. The campaign utilized various media channels, including social, digital, TV, and cable, resulting in impressive metrics such as over 25 million impressions and nearly 30,000 clicks. Additionally, the partnership extended beyond football season, with the launch of a second ticket before basketball season, further solidifying the relationship between the Iowa Lottery and the Hawkeyes.