LAKE SHARK

MINNESOTA LOTTERY

CHALLENGE

The Minnesota Lottery needed to raise awareness for its new JAWS summer scratch game, and aimed to capture the suspense of film—widely regarded as the first summer blockbuster—and channel it into the unexpected excitement the lottery brand is known for. Through social listening, we discovered that many viewers were left with vivid, lifelong memories of JAWS, which resonated with audiences across generations. So, we thought, while the state certainly isn’t known for sharks, what if Minnesotans had the chance to encounter one out in their favorite summer habitat.

SOLUTION

Being the Land of 10,000 Lakes, we created some buzz by adding a new species to our fresh waters. We handcrafted a remote-controlled shark and released it into lakes around the Twin Cities. Unsuspecting beachgoers, anglers and lakeside-bar patrons were all surprised as our shark surfaced in public. We captured all the reactions to share socially, sparking an additional frenzy online (not to mention a boatload of earned media, too). The award-winning campaign showed how the JAWS scratch game could satisfy a craving for unexpected excitement. And it exceeded both sales and social engagement over the previous year’s record-breaking summer game.

MINNESOTA

LOTTERY

MINNESOTA LOTTERY