MINNESOTA LOTTERY
MAKE THE SEASON LIGHTHOUSE-BRIGHT. Holiday scratch games can be great stocking stuffers for the adults on your list. They’re little gifts that could lead to a big surprise, and that’s exactly the spirit we wanted to capture for the Minnesota Lottery’s latest holiday campaign. And considering 2020 was quite dark, we thought we’d spread some joy to help make the season a little brighter. Our big idea? Well, it was actually quite small, really.
Campaign / Broadcast / Social / OOH
The heartwarming story of The Lighthouse Mouse was promoted via out-of-home, digital, social and GSTV, and drove viewers to the Minnesota Lottery website where the short film played.
A spectacular board featuring Minnesota's iconic Split Rock Lighthouse even lit up at night to ensure the URL shined bright.
Day
Night
RESULTS
$24MM
Total holiday ticket sales
30%
lift from previous year