Alchemy3 | Amplifying Lottery Promotion Through Strategic Public Relations

Consumer & Retail, Public Relations
Challenge

Founded in 2007 by lottery industry veterans, Alchemy3 is a leader in development and implementation of strategic lottery promotions and games. Alchemy3 had recently partnered with Texas Lottery and Space Perspective to develop The Space Perspective Cash Adventure Promotion to send four Texans and their plus ones on a trip to the edge of space in 2025. To enter for a chance to win, participating players could purchase the $1,000,000 Cash Blast scratch ticket for $20 at Texas Lottery retailers across the state. They could then enter their losing ticket into the Texas Lottery’s Luck Zone for a chance to win a second chance promotion.

Objectives

Alchemy3 engaged Pierpont to generate awareness of the launch of the new scratch ticket game, increase overall ticket sales and promote Texas Lottery as the first lottery in the world to offer flights on Space Perspective’s Spaceship Neptune, through strategic media relations.

Solution

In the months leading up to the announcement of the promotion, Pierpont worked closely with all three organizations to craft an impactful public relations plan including target media outlets, story angles and robust media assets.

Pierpont helped organize and execute an official press conference to announce The Space Perspective Cash Adventure Promotion at La Fleur’s 2023 Lottery Conference in Austin. Leading up to the press conference, Pierpont crafted talking points, developed press materials and invited target media contacts.

At the conclusion of the press conference, Pierpont conducted strategic outreach to media outlets around the state and to lottery trade publications.

Results

As a result of Pierpont’s efforts, the Space Perspective Cash Adventure Promotion garnered 193 pieces of coverage with an advertising estimate of $1,901,872.68 and an estimated 205,529,931 impressions across Texas, national media and international Spanish media in Puerto Rico, Argentina, and Cuba. One local KXAN-NBC Austin news story, featuring key interviews with Texas Lottery and Space Perspective executives, was picked up by Nexstar stations around the country.

A few months after the announcement of the Space Perspective Cash Adventure Promotion, Pierpont worked with Alchemy3 to help promote a handful of finalists for the trip to space. The team interviewed four finalists across different Texas media markets, all of whom agreed to media publicity, to learn more about their background and their excitement around the potential opportunity to travel to space to help inform a tailored media pitch. As a result, Pierpont secured 41 pieces of coverage announcing the finalists with an advertising estimate of $105,954 and an estimated 9,161,054 impressions across Texas and national media.

Pieces of coverage 200+
Advertising estimate $2M
Estimated impressions 214M