Minnesota Lottery

Meet Jan, the ultimate Vikings fan.

Every year, Vikings fans dream of their team winning it all. And, for the last 58 years, they’ve come up a little short. No titles. Not ever. So, to get Vikings fans excited about the Minnesota Lottery’s Vikings scratch game, we helped them actually see what it’s like to win it all.Well, the lottery anyway.

We created Jan, the ultimate Vikings fan. Jan took her Vikings scratch game winnings and did what any true Vikings fan would do. She bought a bunch of Vikings memorabilia for her Jan Cave, including one very special piece — Vikings legend Jared Allen.

Mullet. Mustache. Magic.

The campaign extended through posts and social videos, including a backstory of how Jared met Jan, as well as Jan giving away some of her Jan Cave overflow memorabilia.

We also created an augmented reality lens for Snapchat that turned a billboard into an opportunity to give someone a virtual post-game ice bath so everyone can share in the joy of what winning really feels like.

014.9 MM
dollars in total sales
036 %
increase over previous year's sales
pug dressed as a Viking