Periscope Launched The Minnesota Lottery’s Latest Brand Campaign, “I’MN”


By the minneapolis egotist / / The campaign celebrates the idea of saying “I’m in” (I’MN) to opportunities for adventure and excitement. “The Minnesota Lottery is more than just a ticket,” said Jason LaFrenz, Chief Marketing Officer at the Minnesota Lottery. “The new brand focus, I’MN, embraces the choice to add some excitement to your life. Tying ourselves to Minnesota with the wordplay on I’MN really fits with the adventurous spirit of Minnesotans who love to join in the fun whenever the opportunity presents itself.” From picnic table pontoons to epic cliff jumps, the campaign’s many elements include new brand TV spots, radio, out-of-home elements and media activations. “The campaign is about opting in for fun experiences, so we wanted media to mimic that mindset,” said Jenna Sundeen, Engagement Strategy Director at Periscope. “Things like opting in for free listening on Pandora, for example, help make the message more engaging, even interactive.” “FOMO is real. People don’t like missing out on a good time,” said Periscope Group Creative Director Scott Dahl. “So I’MN was created to be more than just a tagline. It’s a rally cry for the adventurous. After all, if you’re game for a little excitement, it’s what you say.”


  1. Anonymous July 6, 2017

    Is this for Explorer
    Is this for Explorer Minnesotanor the Minnesota Lottery?

  2. Minnesotanor July 6, 2017

    GD autoincorrect
    GD autoincorrect

  3. Anonymous July 6, 2017

    (No subject)

  4. PublicWorker4 July 6, 2017

    Nice work, Dahl.
    Nice work, Dahl.

  5. Anonymous July 25, 2017

    This work is already so much
    This work is already so much better in terms of production and messaging than when the account was at Olson. The work between 2010-2016 was really poor.