Lottery engagement was dying. Literally.
FACT: Millennials want more than avocado toast.
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.