It would seem that this new Minnesota Lottery campaign is using a ‘3-man rush’ scheme to hit us with their new advertising campaign.
And it works.
To promote a new Vikings scratch-off ticket, agency Periscope, the Minnesota Lottery and the Minnesota Vikings have come together to bring former defensive end Jared Allen back just in time for NFL season kick-off.
Called, “This Could Be Your Year,” we meet Vikings superfan Jan. And Jan has a “Jan Cave.” In this cave, she has a TV-commercial set where she collects historic Vikings memorabilia. Here, we see Allen with his signature mullet, horseshoe mustache and even his actual #69 player jersey straight out of the Vikings museum
“When it comes to sports fans, it’s so typical to see the face paint, cheering and tailgates. Our goal was to connect with people outside of the expected fan experience — something more personal. In this case, a fan who did something unexpected with her lottery winnings,” said Periscope Group Creative Director Scott Dahl.
He adds, “Jan’s the ultimate fan who embodies the love of her favorite sports team. And while the idea of having a live player diorama is absurd, we knew Jared Allen was perfectly equipped to embrace the role and make viewers laugh every step of the way.” Watch below:
“The vision for the campaign revolved around the anticipation of what could be, similar to the excitement before any major football game,” said Periscope Chief Creative Officer Peter Nicholson. “By bringing Jared Allen back for one last lottery game alongside a super fan, it proves anything could happen.”
Minnesota Lottery Chief Marketing Officer Jason LaFrenz added, “One of the reasons we love this commercial is it highlights the strong connection between Vikings fans and former players. What better way to build excitement for the season than bringing back Vikings legend Jared Allen out of retirement to show anything is possible when it comes to football and scratch games.”
The entire campaign includes TV, digital, social media, radio and out-of-home. Also included is an augmented reality lens for Snapchat that turns 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.
Football fans can also visit Minnesota Lottery’s Twitter, Facebook and Instagram pages to see even more from the campaign and to win Jan-The-Ultimate-Fan Vikings giveaways.