By Chris Rogers, Arizona Lottery Chief Marketing Officer
At the Arizona Lottery, we believe the right partnerships can elevate our brand, engage new audiences, and drive sales while benefiting the businesses we collaborate with. Our latest partnership with Zia Records, centered around our music-themed Scratchers® ticket Rock Out, is a prime example of how strategic collaborations can create excitement, amplify messaging, and strengthen community connections.
Music and lottery gaming share a familiar thrill—the anticipation of the next big hit, whether a winning ticket or a favorite song. By teaming up with Zia Records, a music retailer founded in Phoenix and beloved by music fans, we are tapping into this synergy to create a unique promotional experience.
To celebrate the launch of Rock Out, we are integrating with Zia Records’ in-store experience and leveraging Record Store Day on April 12 as a key activation moment. Players and music lovers visiting select Zia Records locations can win exclusive Zia merchandise and Rock Out tickets, bringing together two forms of entertainment in a seamless, engaging way.
The Arizona Lottery has successfully executed similar collaborations, each designed to enhance brand engagement while driving sales for our organization and partners. Our partnership with Cobblestone Auto Spa for the Barrett-Jackson ticket drove customers to Cobblestone’s locations while giving players exclusive opportunities to win high-end prizes. Likewise, our collaboration with Urban Cookies for the Milk & Cookies holiday ticket created a nostalgic and rewarding customer experience while supporting a local business.
With Zia Records, we’re expanding on this proven strategy by reaching a passionate, engaged audience through a brand that resonates with music lovers. This partnership extends beyond a standard retail promotion—it immerses players in a cultural experience, deepening their connection with Zia Records and the Arizona Lottery.
Record Store Day is a highly anticipated event for music enthusiasts, making it the perfect platform to showcase Rock Out and introduce new players to the excitement of lottery gaming. On April 12, we’ll be on-site at Zia Records locations in Tempe, Chandler, and Mesa, hosting giveaways, engaging with customers, and ensuring this unique partnership takes center stage.
Social media will play a crucial role in amplifying this collaboration. Leading up to Record Store Day, we’ll engage fans with interactive giveaways, asking them to share their favorite artists for a chance to win Zia Records merchandise and Rock Out tickets. By creating a dynamic, shareable experience, we’re maximizing exposure for both brands and driving traffic to Zia Records locations.
This collaboration with Zia Records is more than just a marketing campaign—it’s a testament to the Arizona Lottery’s commitment to fostering meaningful partnerships that extend beyond traditional retail spaces. Every lottery ticket sold contributes to vital programs across the state, from education to healthcare and economic development. By aligning with partners who share our dedication to community impact, we enhance our collective reach and ability to give back to Arizona.
The success of Rock Out with Zia Records sets the stage for future collaborations that blend culture, entertainment, and engagement in fresh and innovative ways. As we continue to evolve our partnership strategy, we remain focused on creating unique, immersive experiences that resonate with players, strengthen community ties, and drive lasting brand affinity.
