do things people love
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 multi-channel brand campaign was driven by communal experiences and social connections, demonstrating that playing the Minnesota Lottery is about moments worth joining.
Millennials see the lottery as just a thing old people do.
Playing the lottery can be a fun event, especially when shared with friends.