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.