California Lottery Offers Free Concert - Event Marketer

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California Lottery Offers Free Concert

The California Lottery in December held a private concert starring Michelle Branch for 200 guests. The concert was part of a promotion with Warner Bros. Records that included a new series of lottery scratcher tickets featuring Branch and WB artists Goo Goo Dolls, Seal and Taking Back Sunday.

Besides the usual cash prizes, the scratcher tickets offered music downloads through a specially created Lottery/WB website and tickets to a summer music festival in a second-chance drawing for non-winners. Tickets to the private concert, however, were awarded via an interactive contest on the CA Lottery’s Facebook page and through four radio stations in major California markets—Los Angeles, Sacramento, San Diego and San Francisco.

The Michelle Branch concert took place at the Grammy Museum Soundstage in downtown Los Angeles on Dec. 14. The acoustic performance offered an interactive experience between the band and the audience, which got to experience a new way to win the CA lottery.

“Utilizing statewide radio stations and social media contests, the California Lottery’s Private Concert with Michelle Branch provided 200 lucky winners with an intimate, exciting experience,” Michael Brennan, director-sales and marketing at CA Lottery, told Buzz. “In doing so, it showcased our commitment to offering unique prizes and opportunities to win.” Agencies: BBDO West, San Francisco; PHD, Los Angeles; Alcone Marketing Group, Irvine, CA.

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