Minnesota Lottery

The real lottery winners are Minnesota’s lakes, rivers and forests.

When we discovered the Minnesota Lottery wasn’t getting credit for its beneficiary work, we created an integrated campaign that turned existing misperceptions into the understanding that more than $1 billion from the lottery has gone to protecting and preserving the state’s incredible natural resources. Ka-ching!

A social media campaign provided a countdown to the commercial’s debut, teasing eye-catching sums of money.

Then the 60-second launch spot debuted simultaneously on every news station in Minnesota.

Follow-up messaging reminded folks who the real winners are.

A livestream of a stream kept the action live and the timing real.

022.7 MM
Earned media impressions
02 MM
Social impressions
03 BB
Dollars for the state since 1990