Atlas Experiences, a promotional event and marketing company that creates large consumer engagement campaigns with life changing once-in-a-lifetime experiences, 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 vision for Atlas’ Founder & CEO, Derek Gwaltney, has been centered around creating awareness and engagement with fans, lottery players, and future consumers. Atlas created a marketing strategy that integrates multiple WOW factors into various elements that include custom Luke Combs branded lottery tickes, a unique 30-seecond TV and radio spot, interacctive 3D Augmented Reality creative, custom merchandise and a cash concert.
Gwaltney adds, “Luke genuinely hopes one of his fans becomes $500,000 richer during his performance. Working with North American Lotteries allows us to craft a once-in-a-lifetime experience that will connect to Luke’s fans and introduce lottery players to one of the top country artists today. The intimate cash concert with Luke is truly like no other prize.”
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.
Texas Lottery Executive Director Gary Grief comments, “The Texas Lottery is thrilled to participate in the ‘Living Lucky with Luke Combs’ promotion and the new ‘7’ scratch ticket game that is scheduled to launch in October 2022. We are always eager to offer our players once-in-a-lifetime opportunities that money cannot buy, like this incredible experience through the upcoming ‘Living Lucky with Luke Combs’ second-chance promotion. We believe the unique communication elements developed for this promotion will generate strong engagement among players and winners and will lead the ‘7’ scratch ticket game to robust sales at Texas Lottery retailers, which will ultimately generate important revenue for public education in Texas.”
About Luke Combs: Country superstar Luke Combs, who The New York Times calls, “the most promising and influential new country star of the last five years,” is a multi-platinum, award-winning artist from Asheville, NC. Adding to an already monumental career, Combs released his third studio album, Growin’ Up, earlier this summer via River House Artists/Columbia Nashville, which debuted at #1 on the Billboard Top Country Albums chart. Since its release, the record continues to receive overwhelming acclaim with The Tennessean declaring Combs, “one of music’s mightiest voices and a hitmaking force arguably unlike any seen out of Nashville this century,” while Rolling Stone proclaims, “his detail-rich songs make Growin’ Up a big-time country album with a tip-jar-worthy intimacy” and Vulture praises, “a true country-music behemoth.” The new record follows 2019’s 3x Platinum What You See is What You Get as well as his 4x Platinum debut, This One’s For You, and features twelve songs including Combs’ current single, “The Kind of Love We Make,” which is currently top 10 at country radio and rising. The song adds to a series of groundbreaking years for the reigning CMA Entertainer of the Year, who recently extended his record-breaking streak at country radio as his previous single, “Doin’ This,” reached #1 on both the Billboard Country Airplay and Mediabase/Country Aircheck charts. This is Combs’ thirteenth-consecutive #1 single, yet another historic feat. A 6x CMA, 3x ACM and 3x Billboard Music Award-winner, Combs recently completed his first-ever headline stadium tour with sold-out shows at Denver’s Empower Field at Mile High, Seattle’s Lumen Field and Atalnta’s Mercedes-Benz Stadium. He will continue to tour throughout this year with his sold-out “Middle of Somewhere Tour” this fall.
About Atlas Experiences, LLC: Atlas Experiences is a marketing and promotional company, specializing in once-in-a-lifetime events and crafting custom second-chance lottery promotional packages that drive player engagement. Delivering turn-key event services that integrates innovations to engage consumers and rewards loyalty to your organizations with unforgettable moments. Atlas specializes in promotional designs, marketing strategies, destination sourcing, hotel contracting, travel logistics, event support staff, onsite logistics, social creative content, private concerts, custom merchandise, and guest services.
For more information on Luke Combs, please contact
Asha Goodman 615.320.7753 or Carla Sacks 212.741.1000 at Sacks & Co., or
For more information on Atlas Experiences, please contact Derek Gwaltney, Founder & CEO, 404.308.2225 
Living Lucky with Luke Combs:


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