Illinois Lottery Music Series

Illinois Lottery Music Series


Since 2011, All Terrain has designed and executed programs that connect with Illinois’ young adults in order to introduce them to the Illinois Lottery’s brand, products and cause-related initiatives. To increase relevancy and receptivity, we delivered programs anchored in music based events and venues. A recent example was a surprise pop up concert which featured country music star Brett Eldredge’s first ever live performance of his new single “Illinois” to a crowd of excited and unsuspecting Millennials. By taking place on Memorial Day 2015 immediately following a Cubs game, the event and concert integrated the sports team partnership as well as brought visibility to the Illinois Lottery’s support of veteran’s causes through its Veteran’s Cash specialty ticket.