Wisconsin Lottery to Launch 'Living Lucky with Luke Combs'

Atlas Experiences, a promotional event and marketing company that creates large consumer engagement campaigns, has partnered with the Wisconsin Lottery to launch the “Living Lucky with Luke Combs” multi-state lottery scratch and bonus drawing. 

Luke Combs, the 2021 CMA Entertainer of the Year, is selling out stadiums across the country and will be showcased on lottery tickets, in partnership with Atlas and North American Lotteries. Luke’s iconic song “When It Rains It Pours,” is centered around winning a hundred bucks on a lottery scratch-off ticket. “Luke’s song makes the perfect connection to the multi-state lottery offer where lottery players have the opportunity to enter for a second chance prize. The prize will take place in Nashville, TN on February 6, 2024, and will be centered around an intimate, exclusive concert at the iconic Ryman Auditorium, where one lucky winner will win $500,000,” stated Derek Gwaltney, Founder & CEO of Atlas Experiences.

Of the partnership, Luke shares, “I’m truly honored for the opportunity to give my fans the chance to live out the song ‘When It Rains It Pours,’ and a shot at half a million dollars. The lottery brought this great idea to me, and I had to get involved. Good luck to everyone!”

This national marketing strategy started with the collaboration between Atlas and EastCoast Entertainment, as they started working on another private lottery concert with Darius Rucker in Maui, HI. Both teams brainstormed to develop the next program, that would provide more elevated opportunities and winning moments. They concluded, who better than Luke Combs and where better than the Mother Church of Country Music, the iconic Ryman Auditorium. 

Rick Stowe, Partner at EastCoast Entertainment shares, “There is no name bigger in country music right now than Luke Combs—and for good reason. Luke’s selling out stadiums but still understands what it means to be a fan of country music and experience intimate performances. We are extremely excited to be working with Atlas Experiences and Make Wake Artists to create a once-in-a-lifetime fan experience—The Living Lucky with Luke Combs lottery game. This event gives everyone a chance to experience an intimate performance like none other at the historic Ryman Auditorium with Luke Combs.” 

The Wisconsin Lottery will kick off ticket sales and will be followed by 14 other state lotteries (Texas Lottery, Maine Lottery, Vermont Lottery, Ohio Lottery, North Carolina Education Lottery, South Carolina Education Lottery, Arizona Lottery, Kentucky Lottery, Iowa Lottery, Kansas Lottery, Hoosier Lottery, Minnesota Lottery, Missouri Lottery, Nebraska Lottery) over the next 12 months. 

Wisconsin Lottery Director Cindy Polzin shares, “Wisconsin is full of Luke Combs fans, so it makes sense we're the first state to offer the scratch and bonus drawing. I can't wait to award the exclusive Living Lucky with Luke Combs concert experience to three Wisconsin Lottery players!”

Following the Wisconsin Lottery’s launch is the Texas Lottery’s statewide promotion launch that aims to excite and engage players by awarding 80 “Living Lucky with Luke Combs” prize packages. 

Atlas Experiences

Photo by Debby Wong