Pressroom

Colle+McVoy Campaign For Mega Millions® Game Asks, What Would You Do If You Won?

Posted 02/02/2010

MINNEAPOLIS, Feb. 2, 2010 – The Mega Millions® jackpot game is arriving in Minnesota and the ad campaign to launch it wants players to dream about what kind of mega millionaire they’d be.

The Colle+McVoy-created campaign for the Minnesota State Lottery features three television spots, a radio spot and Web site that engage players by asking “What kind of mega millionaire would you be?” Each component comically focuses on winner archetypes that are often revealed when people answer this question.

“When you ask someone what they’d do if they won the lottery jackpot, it’s surprising how eager they are to tell you. People love to talk about this,” said Dave Keepper, group creative director, Colle+McVoy. “It says a lot about you too, so it’s a perfect fit for sharing on social networks like Twitter and Facebook."

Three, 30-second television spots and a radio spot airing statewide offer a fun look at several winner archetypes, including a woman who becomes a “world traveler,” a guy whose life becomes suddenly “extravagant” and a man who might claim “it only changed me a little” after winning. Each spot drives players to a new Web site, http://www.MyMegaMillionsDream.com, where people can answer questions (a new question appears each day over a 90-day period) that help uncover what type of Mega Millions winner they may be. By participating online, they are entered for the chance to win $10,000 or a year of free Mega Millions tickets. The campaign elements can be viewed here: http://tinyurl.com/megadream.

“Our players love to dream big and the Mega Millions game and campaign certainly make that possible,” said John Mellein, director for marketing, Minnesota State Lottery.

Mega Millions, the multi-state game similar to Powerball® with mega-jackpots that have climbed as high as $390 million, launched in Minnesota on Jan. 31.