Minnesota Lottery

An epic siege scores big

Every year at the beginning of football season, we work with the Minnesota Lottery to develop a Vikings-themed scratch game. To stand out from previous years, we developed a game rooted deep in Norse culture. Our multichannel plan of attack waged offensives along broadcast, digital and social channels, scoring a legendary triumph over the dark forces of boredom and monotony.

Campaign
Broadcast
Social
OOH
Experiential

Tough Love

Even the most popular scratch-off games eventually lose steam.

True Love

Viking culture is built on something bigger than just football.

Powered by an integrated campaign, we scratched Minnesotans’ itch to win by leveraging the pride of Minnesota, the Minnesota Vikings. The campaign coincided with the beginning of training camp and ran throughout the season to ignite fandom for both the Vikings and Minnesota Lottery’s new scratch game.