In the fourth year of the Vikings scratch ticket, we needed to capitalize on fans’ enthusiasm and associate the win of a Vikings game to the win of a scratch ticket… That there’s excitement in possibility. So we went about creating a campaign that could encapsulate our campaign idea: “This could be your year.”
BROADCAST
Every year, Vikings fan say “this could be the year.” But this year, we wanted them to be selfish. It can also be their year. So in these commercials we created a superfan and winner, Jan. And she’s the ultimate fan. Paired up with Vikings legend Jared Allen, we set the foundation and tone for the rest of the campaign with these spots.
SOCIAL: Content
Utilizing Fan-favorite and former Viking Jared Allen, we had a unique chance to create some fun social components to help boost awareness that the tickets were back as well, and the response from the public was great.
OUT OF HOME
In OOH we went a step further. We snagged a billboard in the tailgate lots to interact with people as well. We created a photo opportunity reinforcing the idea of winning with the Lottery while cheering on their beloved team. We also created a Snapchat filter that utilized the board as a marker for more interaction, and added a celebration component in the way of a virtual celebration splash too, to rev up awareness as well.
Social: Giveaways
Our ultimate Vikings fan was embraced immediately, and we capitalized on her fan cave to do giveaways of Vikings memorabila to get the word out about the tickets too, as well as simulate, in a small way, the excitement in the possibility of winning. The results we’re some of the best responses from consumers on their social posts.
