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."