• by Steve McClellan  @mp_mcclellan, August 29, 2016

Minneapolis-based agency Periscope has launched its first creative campaign for the Minnesota Lottery for which it recently was named agency of record.

Just in time for the start of the football season, the campaign kicks off a new Minnesota Vikings scratch game and helps promote the team’s new U.S Bank Stadium. The Vikings played their first game there on Sunday and beat the San Diego Chargers 23-10.  

“The new Minnesota Vikings stadium is epic. So that’s how Periscope approached creating content for the Minnesota Lottery,” said creative director Scott Dahl. “We went big with everything, including kicking off the campaign with a cinematic spot that married the intensity of a Viking battle with genuine game-time excitement.” 
 
The campaign was launched at Vikings Training Camp with #VikingsShipMe, an experiential event during which fans tweeted requests at the Minnesota Lottery. Then, a Viking dressed in armor made of lottery tickets and driving a motorized cooler delivered on those requests to lucky winners. Prizes included big-screen TVs and stacks of lottery tickets.

A traveling digital billboard broadcast fan requests, #VikingsShipMe social chatter and winners’ pictures in real time.

The campaign also includes a content hub with shareable GIFs, a Gjallarhorn and additional Viking-related fare.

“Our goal is to help the Minnesota Lottery reach a new audience of lottery players, and to do that we decided to tap into the social nature of the game day ritual,” said Periscope’s Chief Creative Officer Peter Nicholson. “The lottery is as much as an experience as it is a passive game and can be elevated from individual activity to group sport. Our engagement plan is not just about the lottery, it’s about Minnesota pride and uniting people in a shared experience of excitement.”