Betty and MN Lottery Debut JAWS-Themed Campaign/Activation

By The Minneapolis Egotist / June 7, 2024 /

Reaching out to share a new campaign from Minneapolis-based creative agency Betty that will make you want to sink your teeth in to kick off the summer. As the creative AOR for Minnesota Lottery since 2016, Betty is leveraging iconic imagery from the legendary 1975 movie JAWS to spread awareness for the Minnesota Lottery’s newest JAWS-themed scratch game just in time for summer.

With its iconic and instantly recognizable movie poster and imagery, JAWS has secured its place as a pop culture icon, making it perfect for debuting as a summer-themed instant scratch ticket. Utilizing local and familiar imagery, Betty used the branding and features from the JAWS brand to build excitement for the new scratch game. The activation will even have unsuspecting Minnesotans watching out for sharks in surprising places.

The campaign kicked off with two billboards launching on 6/4 on local highways I-35 and MN 13, which will feature a shark crashing through the billboard and an invite for adults 18+ to play the new scratch game for a chance to win up to $100,000. The campaign will run regionally across OOH, radio, and a :30 TV spot, and will also feature several other OOH activations this summer across the Minneapolis community that locals should be on the lookout for.

Check out the video here.