Minnesota Lottery

Something you won’t want to miss.

With a median player age well north of 60, the Minnesota Lottery’s customer base was literally dying off. To attract a younger audience, we tapped into the powerful millennial phenomenon known as FOMO: fear of missing out. Our multichannel brand campaign was driven by communal experiences and social connections, demonstrating that playing the Minnesota Lottery is about moments worth joining in on.


Tough Love

Millennials see the lottery as just a thing old people do.

True Love

Playing the lottery can be a fun event, especially when shared with friends.

We challenged a younger audience to play by asking them if they're up for more excitement. And we made the lottery more than just a ticket by giving everyone the chance to feel included in a wide range of opportunities for adventure, thrills and laughs.

do things people love