Entry

True North Influencer Kit

Submitter:

Company:

Concept/Purpose of the Work:
To promote Minnesota Lottery's True North scratch games, we reached out to the truest true northerns we know—social media influencers. But we didn’t just send swag to their toasty warm homes. Instead, we outfitted them with nothing more than GPS coordinates, then sent them out—way, way out—into the True North to find their kits. Each birch wood kit was packed with treasures (a true north-ism booklet, scratch games, matches, a compass, gloves, a hat, patches, and more) that created a sharable unboxing moment that wasn’t just cool, but ice cold.

Results of the Work:

The campaign may have been cold, but lottery sales were red hot, increasing 21% over last year. And coolest of all, we helped more than a few shovels-full of Minnesotans find their True North spirit.

How the Work Was Delivered to the Masses:
We mailed influencers a postcard with a specific coordinates where they could find their kit out in the woods or off the beaten trails. Of course, once they found their kits, they showed their True North spirit by documenting (and sharing on social) their cold-weather adventure.


Credits:
Writer, Nick Paulson
Designer/Illustrator, Jesse Bodell
GCD, Scott Dahl
ECD, Heath Pochucha
Project Manager, Jack Lunt
Photographer, Neal Reiter

Tags:
, ,

Category:

All Entries