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 multi-channel brand campaign was driven by communal experiences and social connections, demonstrating that playing the Minnesota Lottery is about moments worth joining.


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