Lottery funds are public information and always have been. Still, no one seems to know where the money goes.
But they do know they have STRONG feelings about it.
The Minnesota Lottery gives nearly 25% of their revenue back to the state, which has amounted to over $3 billion since 1990.
So, we played into their misconceptions. We trolled the public by teasing the “Billion Dollar Commercial” and promoting it gratuitously. Everything led to a microsite countdown to the premiere of the commercial.
People reacted pretty much as we’d expected.
Then the 60-second launch spot debuted simultaneously on every news station in Minnesota, on Facebook Premiere and on our microsite.
We even held a premiere event, inviting local news stations, influencers, the Governor’s office, and a few other special guests to watch the commercial live and learn about all the Lottery does for the state. April 15, 2019 was declared “Minnesota Lottery Playing Our Part Day” by Governor Walz.
Post launch, we rolled credits on the Billion Dollar Commercial and used clips from the cutting room floor to educate folks on all of the places those dollars went.
The campaign generated 23 million earned media impressions, and 45 million total media impressions.
And people were actually happy. Really.
ROLE: ACD / Art Director / Designer
TEAM: Chris Bluma, Scott Dahl
AWARDS: The Show 2020