12 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2023 of drivers, Powerball reduced its playoff field of semi-finalists eligible to win the $1 million grand prize. Through a series of elimination drawings, the field of semifinalists was reduced from 16 to 12 to 8 to 4 – with the remaining four finalists winning a VIP trip for two to NASCAR Championship Weekend™ at Phoenix Raceway and entry into the $1 million drawing in Victory Lane. Cash prizes were awarded to all 16 semi-finalists based on their elimination position, ranging from $2,500 to the $1 million grand prize. “The timeline of this promotion gave us multiple opportunities throughout the year to promote the Powerball brand, even when there wasn’t a $1 billion jackpot,” said J. Bret Toyne, MUSL Executive Director. “The equity in the Powerball brand is worth much more than the advertised jackpot, and the MUSL Marketing and Promotions Committee has prioritized opportunities to grow the national presence of our flagship product.” To build that presence, Powerball embarked on its largest national advertising campaign in nearly a decade. Working with Kristin Miller, the Director of NASCAR Partnership Marketing assigned to the Powerball account, MUSL staff members reviewed a master calendar of lottery entry periods and the NASCAR race schedule to strategically pinpoint advertising efforts. Collaborating with multiple NASCAR departments and broadcast partners, the two teams set out to tell the exhilarating story of the promotion across multiple mediums, including television, radio, podcast, web and social media. To build excitement and anticipation throughout the Playoffs, the two partners treated each elimination drawing as a media event supported with full creative and a coordinated communications plan. The results of each Playoff drawing were made public during NASCAR race broadcasts on NBC and USA networks, with a customized spot that announced the advancing semi-finalists. On the digital side, new creative materials were produced for each announcement and published to Powerball and NASCAR websites and social media accounts, as well as distributed to participating lotteries to post. By the time the four finalists arrived in Phoenix for NASCAR Championship Weekend, lotteries, players and race fans had already been following the finalists’ journey to the Championship drawing for months. “Following Stephanie’s journey throughout this promotion has been exciting for all of us in Mississippi,” said Mississippi Lottery President Jeff Hewitt. “It has been a pleasure getting to know her these last several months, and we are incredibly thrilled for her big win.” While they were in Phoenix, the four finalists – who hailed from the Hoosier Lottery, Mississippi Lottery, New Mexico Lottery, and South Dakota Lottery – experienced NASCAR Championship Weekend™ as Powerball VIPs. Powerball contracted with travel partner, On Location, to oversee travel arrangements for finalists and guests to Phoenix and private transportation to and from the track each day. At Phoenix Raceway, the Powerball VIPs had exclusive access to pit row, the garages, and Victory Lane. They also had the option to view the NASCAR Championship Weekend races up-close from the track infield or above in the Ally Curve Hospitality Suite, which boasted panoramic views of the track and the foothills of the Estrella Mountains in the distance. The finalists and their guests also felt the speed of Phoenix Raceway first-hand during a pace car ride with a professional driver, many noted the ride was one of their favorite parts of the experience. Other events that added to the exclusive NASCAR experience included a guided tour inside a Trackhouse Racing hauler and a visit to the RFK Racing pit box, where finalists discussed race strategy with a pit crew member. The Powerball VIPs also had a private meet-and-greet with Cup Series driver Erik Jones inside his Legacy Motor Club hauler, in addition to numerous encounters with other VIPs, including Richard Petty, Kyle Busch, Richard Childress, and even comedian and actress Tiffany Haddish! All of these once-in-a-lifetime experiences led up to the final drawing in Victory Lane, where a championship dream collectively fueled by NASCAR and Powerball came to life. "Just like the NASCAR Playoffs, the NASCAR Powerball Playoff Championship drawing has been filled with anticipation and excitement, culminating with Stephanie Walker taking home the $1 million prize," said Michelle Byron, NASCAR Senior Vice President of Partnership Marketing. "This promotion was a perfect way to engage our loyal fans and lottery players alike, and we can’t wait to see it come to life again next year." The NASCAR Powerball Playoff™ promotion returns in 2024 with new participating lotteries. Stay tuned to Powerball.com for more information. n NASCAR® is a registered trademark of the National Association for Stock Car Auto Racing, LLC. Copyright ©2023 National Association for Stock Car Auto Racing, LLC. All Rights Reserved. NASCAR®, LLC is not a sponsor of this promotion.
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