Go to the winners
The Big Idea
We knew adding a human element would sharpen the emotional focus on real winners, real students and the real impact in communities across Arkansas—the stories that reflect what winning really means.
So, we got out of the controlled studio and took our message on the road. Literally.
We created a This is Winning-branded truck to travel the state not only to interview past winners and scholarship recipients on their own turf, but also to drum up enthusiasm for the Arkansas Scholarship Lottery to onlookers.
Plus, we amped up our digital engagement strategy to better connect with Arkansans across the state – bringing the winning experience directly to them through weekly social media contests.