Lottery engagement was dying. Literally.
While the core player demographic (ages 55+) was playing more than ever, Minnesota Lottery executives recognized the hard truth: Future growth would have to rely on attracting newer, younger players. The brand had lost nearly half a million players age 18 to 35 to other forms of entertainment over the previous decade. To increase sales and rebuild a resilient player pipeline, we needed to shift the brand’s perception.
FACT: Millennials want more than avocado toast.
A lot has been said about millennials, but there’s no denying that the average young adult is affected by a very real form of FOMO (fear of missing out). They’re driven by communal experiences and social connection, which can lead them toward spontaneous and impulsive behaviors. To capture the imagination of this age group, we had to do more than sell a ticket — we had to offer a social experience worth joining.
Game for a little excitement? Just say "I'MN."
At its core, our idea was simple: Turn the lottery into statewide call to adventure. Make the game a team sport. To accomplish it, we created a platform that could translate across the entire range of digital channels. By tapping into the FOMO-driven motivation, we positioned the Minnesota Lottery as the provider of spontaneous moments worth opting in for. "I'MN" is more than a tagline. It's what you say when you're game for whatever's next.
In the campaign's first year, we saw a 3 percent increase in sales across all Minnesota Lottery products, making it a record sales year. We also saw incredible growth and engagement across all social platforms; in comment threads, many posts included the phrase "I'MN" (even when the commenters weren't prompted to do so). Without a doubt, this confirmed our initial hunch: Minnesotans are definitely game for a little excitement. Did we win the lottery? We think so.
"I'MN really fits with the adventurous spirit of Minnesotans who love to join in the fun."
We created True Northisms — pieces of wisdom gathered from winter truths — to help people find their own True North spirits. Of course, we also reminded them they could find their spirits by playing the True North scratch game.
Instead of just sending influencers swag in their toasty warm homes, we outfitted them with GPS coordinates and sent them out into the True North.
When we discovered the Minnesota Lottery wasn’t getting credit for its beneficiary work, we created an integrated campaign that turned existing misperceptions into the understanding that more than $1 billion from the lottery has gone to protecting and preserving the state’s incredible natural resources. Ka-ching!
A social media campaign provided a countdown to the commercial’s debut, teasing eye-catching sums of money.
Then, the 60-second launch spot debuted simultaneously on every news station in Minnesota.
Follow-up messaging reminded folks who the real winners are.
A livestream of a stream kept the action live and the timing real.
We challenged a younger audience to play by asking them if they're up for more excitement. And we made the lottery more than just a ticket by giving everyone the chance to feel included in a wide range of opportunities for adventure, thrills and laughs.
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