The Minnesota Lottery is focused on generating video content for its social media marketing. During the last six months, the lottery has developed a beneficiary video series to better tell the story of how lottery proceeds support the Minnesota environment.
The lottery also started investing in DIY-style video projects to give people unique ideas on how to gift lottery tickets for various holidays and occasions.
“Our first video was around the December holidays (a scratch ticket wreath) and the reception was off the charts—we received so many photos from people who made the project and many more wrote in to tell us how fun the idea was and added a new element of excitement to their parties,” said Alex Masica, Digital Marketing Manager, Minnesota Lottery. “We tried it again for Valentine’s Day and were met with the same reception.”
For Mother’s Day, the lottery featured a pop-up scratch ticket card. “We also created a fun project for Father’s Day. So far, this series has received close to 1 million video views across our channels,” said Masica. “We have aggressively targeted people who don’t follow us on social media with the videos, which has helped us grow our audiences much better when compared to other types of content. That audience has been the most engaged with the videos as well in terms of likes, comments, shares and RTs.”
The lottery produced a winner video about a couple who won a $180 million Powerball prize in 2008 and how they are using the money to fund research for a cure to Krabbe disease in memory of a granddaughter who passed away from it at a young age, as well as funding scholarships and local projects in their community.