NASCAR Powerball Playoff – Driving Excitement with the West Virginia Lottery

Overview:

In May 2023, the West Virginia Lottery partnered with The Manahan Group (TMG) to launch an exciting, nationally coordinated campaign—the NASCAR Powerball Playoff. This high-octane collaboration between Powerball and NASCAR was designed to blend the thrill of racing with the excitement of winning big. The result was a dynamic promotion that engaged both lottery players and motorsports fans across West Virginia and beyond.

The NASCAR Powerball Playoff was part of a broader national initiative. Players who purchased Powerball tickets with the Power Play® add-on became eligible to collect virtual game symbols. These symbols could be entered into the Victory Lap Collect ‘N Win promotion, offering players the chance to qualify for a Grand Prize drawing held on July 12, 2023. Five lucky winners walked away with the opportunity to win up to $50,000, adding fuel to the fire of this adrenaline-charged lottery event.

Creative Strategy:

To bring this ambitious campaign to life, TMG developed a full suite of NASCAR-branded creative assets that captured the energy and visual identity of the motorsports world. Every design element was carefully crafted to appeal to race fans while aligning with the West Virginia Lottery’s branding and communication goals.

Creative Deliverables Included:

• NASCAR-themed ribbon boards for digital and venue-based promotion
• Microsite banners to promote the game online and via email campaigns
• Bold and dynamic point-of-sale (POS) signage for retail lottery partners
• Social media graphics designed to stand out in fast-moving feeds
• Customized TV end tags to unify messaging across television ads

These assets allowed for consistent and visually engaging touchpoints across all marketing channels. Each piece of content was intentionally branded to maximize awareness of the campaign and connect with fans of the sport.

Media Strategy:

TMG crafted a comprehensive media plan that leveraged the West Virginia Lottery’s existing advertising inventory while also introducing NASCAR-specific placements to boost reach and relevance. The campaign spanned multiple channels to ensure high visibility during the promotional period.

Media Tactics Included:

• Television and radio coverage using WV Lottery’s standard media channels
• NASCAR race TV spots, strategically placed to engage motorsports fans
• Billboards & Digital Ads

By strategically placing ads during NASCAR events and race coverage, TMG ensured the campaign spoke directly to one of the most passionate fan bases in American sports.

Brand Management & Coordination:

Because the campaign involved a nationally recognized and licensed brand like NASCAR, careful coordination was essential to ensure brand guidelines were met and approval processes were seamless. TMG worked closely with both the West Virginia Lottery and NASCAR’s licensors to navigate brand use, creative approvals, and compliance requirements. This collaboration ensured that every asset met the highest standards while remaining on schedule and aligned with promotional timelines.

Results:

The NASCAR Powerball Playoff campaign exceeded expectations in terms of reach and engagement. With over 1.9 million digital impressions, the campaign successfully expanded awareness among both traditional lottery players and new audience segments—especially motorsports fans who may not have previously engaged with the Powerball brand.

In addition to strong digital performance, the promotion generated buzz in retail environments, online, and on broadcast media, proving the power of combining pop culture and gaming through cross-promotional strategy.

Conclusion:

By fusing the thrill of NASCAR with the excitement of Powerball, The Manahan Group helped the West Virginia Lottery deliver a creative, memorable, and high-impact campaign. With eye-catching visuals, smart media placement, and strong brand coordination, the NASCAR Powerball Playoff demonstrated that creative partnerships can drive new levels of engagement—and winnings.

To see more West Virginia Lottery promotions please visit wvlottery.com.