Navigating Marketing During Heightened Election Seasons: Insights from the Arizona Lottery

By Chris Rogers, Arizona Lottery Chief Marketing Officer

Election seasons, especially in battleground states like Arizona, present unique challenges for marketers. With political campaigns dominating the airwaves, digital platforms, and news cycles, standing out becomes increasingly difficult. At the Arizona Lottery, we've learned to adapt our marketing strategies to remain effective amidst this noise while staying relevant to our players.

Earned Media: Leveraging Community-Driven Stories

During an election season, media outlets are saturated with political stories, leaving little room for non-political content. To break through, brands must focus on securing earned media coverage through compelling, community-driven stories. At the Arizona Lottery, we've shifted our focus to highlighting our Gives Back initiatives and partnerships that showcase our brand’s commitment to Arizona’s communities.

For example, partnering with organizations like the Desert Botanical Garden and The Foster Alliance gave us opportunities to spotlight how the Lottery gives back to higher education, healthcare, and economic development. These efforts resonate with journalists and consumers, offering a refreshing alternative to the divisive political narratives dominating the airwaves.

By highlighting these community-focused stories, we've been able to secure media coverage that helps keep our brand top of mind while reflecting positively on our values. This strategy enables us to maintain relevance without relying heavily on paid media during peak election periods.

Social Media: Integrating Efforts for Maximum Impact

With election-related content taking over traditional media channels, social media becomes a vital platform for brands to maintain visibility and connect with audiences. At the Arizona Lottery, we've leaned into social platforms to create engaging, real-time content that allows us to cut through the political clutter.

Maximizing reach and relevance during election seasons requires integrated efforts across PR, social media, and media teams. Coordinated content strategies help ensure a consistent message while amplifying brand campaigns. We’ve leveraged social platforms to create dynamic, engaging content that stands out amidst the political noise. For example, by promoting experiential prizing and community-focused initiatives, we connect with our audience in ways that feel authentic and timely.

By incorporating influencer partnerships and real-time engagement, we’ve successfully amplified our positive brand stories across platforms. These efforts create a feedback loop where earned media coverage and social buzz reinforce each other, allowing the brand message to reach further without additional ad spend.

Community Events: Direct Engagement as a Competitive Advantage

Community events are one of our most effective strategies during the political season. As audiences become fatigued with paid media and political messaging, they seek alternative forms of engagement. By investing in local events and charitable marketing efforts through our Gives Back program, we can directly connect with our community in meaningful, memorable ways.

These events provide an opportunity to showcase our brand’s values and foster long-lasting relationships with our audience, helping us stand out in an environment where traditional marketing often gets lost in the shuffle.

Paid Media: Re-Strategizing in a Saturated Environment

While earned media and social channels are key to navigating the political season, paid media cannot be completely abandoned. However, in the face of overwhelming political ad saturation, brands must rethink their paid media strategies to remain effective.

At the Arizona Lottery, we've adapted and re-strategized our paid media approach by focusing on less congested platforms. Channels like connected TV (CTV), over-the-top (OTT) services, and YouTube offer targeted opportunities to reach audiences without directly competing with political ads. These platforms allow for precise demographic and behavioral targeting, making them ideal for delivering engaging content when and where it matters most.

Additionally, traditional media channels like radio, streaming audio, and programmatic out-of-home (OOH) provide us with visibility during critical times, such as commuting hours, when listeners may seek a break from political coverage. By boosting our spending in these areas, we’ve maintained brand awareness while avoiding direct competition with political campaigns.

Marketing during an election season, particularly in a battleground state like Arizona, requires a thoughtful, multifaceted approach. With political content dominating nearly every channel, the competition for attention is fierce. However, by focusing on earned media through community-driven stories, maximizing social media engagement, and maintaining a presence at local events, brands can connect with their audience in a way that feels authentic and relevant.

Paid media should be seen as a supporting strategy rather than the foundation. By re-strategizing paid media efforts to focus on less congested and more targeted platforms, brands can ensure visibility without getting lost in the political noise.

Brands willing to adapt their strategies during election cycles can not only navigate the challenges but thrive, leaving a lasting impression on their audience despite the political backdrop.