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Colle+McVoy Surprises Real People With Pop-Up Raffle

Posted 12/02/2009

MINNEAPOLIS, Dec. 2, 2009 – A new campaign by Colle+McVoy for the Minnesota State Lottery (MSL) brings the real excitement of playing a raffle game to life.

Breaking today, the campaign features three 30-second television spots that use the element of surprise to build excitement for the Lottery’s new Minnesota Millionaire Raffle game. Each spot features a game-show-like host who wheels a large raffle drum into busy locales where unsuspecting patrons are encouraged to play an instant raffle. The spots are built on genuine reactions as people go from shocked and reluctant to actively participating and cheering.

“We wanted to demonstrate the fun of playing a raffle game through the reactions of real people, not actors,” said Dave Keepper, group creative director, Colle+McVoy. “We didn’t know what we were going to get when we rolled in, which was part of the fun, and you can see that in the spots.”

The television and radio spots run statewide. Other components include billboards, bus shelters, a 30-second radio spot and a unique mall mobile featuring a tumbling raffle drum appearing in the Twin Cities area. All the elements can be viewed here http://tinyurl.com/collemcvoyraffle.

“The Minnesota Millionaire Raffle campaign brings the excitement of the raffle directly to Minnesotans and reminds them how fun it is to play,” said John Mellein, director for marketing, Minnesota State Lottery. “We’re offering more bonus prizes this year to make our holiday-oriented game even more exciting to play.”

In its fourth year, the Minnesota Millionaire Raffle game will run until Dec. 31, 2009. With a limit of 500,000 tickets and two guaranteed $1 million winners drawn on New Year’s Day, this game gives Minnesotans their best chance of winning a $1 million than any other Minnesota Lottery game. This year’s prizes have been expanded to include a Ford Fusion Hybrid, trips to Las Vegas and Hawaii, plus Lottery tickets and other prizes. Raffle tickets are $10 and can be purchased at any Minnesota State Lottery retailer.