• by Richard Whitman , Columnist, July 5, 2017

In its first campaign for the Minnesota Lottery, Periscope is playing the fun card. After all, who the heck doesn’t want to have fun?

The campaign plays off the idea of being up for a good time. As in “count me in” or “I’m in.”  But Periscope tailor-made the idea for Golden Gopherville and came up with “I’MN.” Get it? Of course you do.

“The Minnesota Lottery is more than just a ticket,” stated Jason LaFrenz, CMO at the Minnesota Lottery. Yeah, it’s a ticket to loserville! States wouldn’t be in the lottery business otherwise. The odds of winning the powerball jackpot are one in 292,201,338. Good luck!

LaFrenz continued: “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.” 

If you say so, Jason. That’ll probably bring ‘em in the tent. The concept is a little more highfalutin than the old New York Lottery tagline “You Gotta Play To Win,” which was so…what’s the word I’m looking for? Oh right, factual.

Anyway, after you tear up your Minnesota Lottery tickets in disgust, take comfort in the fact the money you forked over goes to worthy endeavors, like education and public safety. Probably with some administrative and agency fees tucked in.