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Two Iowa Lottery Promotions Are Award Winners

'Great State Tailgate' And 'Rock Of Ages' Initiatives Honored By Marketing Association

DES MOINES, Iowa - Two Iowa Lottery promotions that highlighted lottery products while also showcasing an Iowa cultural attraction and the state's Regents universities have received top honors from a marketing group.

The lottery's "Great State Tailgate" campaign was recognized by the Iowa Chapter of the American Marketing Association with the Best of Category award for an integrated marketing campaign. The lottery's "Rock of Ages" initiative won third place in that same category, which recognizes campaigns with a complete strategy utilizing at least three types of marketing tactics.

"Both projects really allowed the lottery to harness the power of its creativity to promote two very worthy causes: education and cultural opportunities in Iowa," said Teri Wood, the lottery's vice president of marketing. "We were proud to work in cooperation on these promotions to deliver an Iowa success story."

The Great State Tailgate promotion was offered by the lottery from August to December 2011 in conjunction with the University of Iowa, University of Northern Iowa and Iowa State University. The lottery released a $2 Great State Tailgate instant-scratch game and at the same time kicked off a new promotion by the same name. Lottery players could enter nonwinning tickets from the game for a chance to win a towable tailgate trailer valued at $22,000 or one of five cash prizes of $1,000.

To give people the chance to see the tailgate in person, lottery staff took it to 11 home football games throughout the 2011 season at Iowa, Iowa State and Northern Iowa.

When it debuted the $2 Rock of Ages scratch game in February 2011, the lottery become the first in the nation to offer an instant-scratch game based upon a hit Broadway musical. Tickets in the game featured artwork from the Broadway musical "Rock of Ages," which was presented April 19-24, 2011, at the Civic Center of Greater Des Moines. The lottery released its game in advance of the show's Des Moines run to help spread the word about it.

At the same time the scratch game began, the lottery kicked off the Rock of Ages promotion in which players could use nonwinning scratch tickets in the game as entries into two second-chance drawings that offered tickets to the show at the Civic Center and autographed guitars signed by the show's cast.

The lottery's awards were announced during the AMA Iowa Chapter's NOVA Awards on May 10 in Des Moines. The AMA, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. The group's Iowa Chapter has more than 250 members who work at a variety of businesses, agencies, non-profit organizations and educational institutions.

There were 12 categories in the Iowa NOVA competition, with an out-of-state committee scoring each entry based on a written rationale that described the objectives, strategy, tactics and results. Along with the rationale for each campaign, the lottery submitted 20 samples of marketing materials for each.

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