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.

0 22 MM
earned media impressions
0 2 MM
social impressions
0 3 BB
dollars for the state since 1990