Minnesota Lottery commercial reveals post-retirement gig for NFL star Jared Allen

A 67’ football from the Purple People Eaters, a shovel signed by Stefon Diggs, and a piece of turf from the Met Stadium. This ultimate Vikings shrine has it all, even a real Jared Allen diorama. This next-level fandom was our way of helping take the Minnesota Lottery and its new Vikings scratch ticket to the next level through a new campaign, launched just in time for NFL season kick-off.

We brought the former Minnesota Viking out of retirement - complete with signature mullet and horseshoe mustache - to help prove anything is possible for football fans and when you play the lottery. The series of ads also feature Jan the-ultimate-fan and her Vikings shrine, otherwise known as the “Jan Cave”, filled with memorabilia triggering nostalgia for fans everywhere.

"One of the reasons we love this commercial is it highlights the strong connection between Vikings fans and former players.  What better way to build excitement for the season."  - Jason LaFrenz, Minnesota Lottery Chief Marketing Officer

The campaign extended through hilarious social videos, including a behind the scenes look at Jared’s story.

As seen in Mobile Marketer it even included an augmented reality lens for Snapchat that turns a billboard into an opportunity to give someone a virtual post-game ice bath so everyone can share in the joy of what winning really feels like.