
Minneapolis-based creative agency Betty is making waves with a new campaign that will have Minnesotans sinking their teeth into summer fun. As the creative AOR for the Minnesota Lottery since 2016, Betty is tapping into the iconic imagery of the legendary 1975 movie JAWS to promote the Minnesota Lottery’s newest JAWS-themed scratch game.
With its unforgettable movie poster and imagery, JAWS has become a cultural touchstone, making it an ideal theme for a summer scratch ticket. Betty has ingeniously leveraged the branding and features of the JAWS franchise to create buzz and anticipation for the new game.
The campaign uses familiar local imagery to blend the JAWS theme with Minnesota’s unique flavor, ensuring that the excitement is both widespread and locally resonant. Watch below, Chum.
REELated:
The campaign kicked off on June 4th with two striking billboards along highways I-35 and MN 13, featuring a shark crashing through the billboard. These billboards invite adults aged 18 and over to try their luck with the new scratch game for a chance to win up to $100,000. This eye-catching start sets the tone for a campaign designed to surprise and delight Minnesotans throughout the summer.

The comprehensive campaign will run regionally and include out-of-home (OOH) advertising, radio spots, and a 30-second TV commercial. Additionally, several other OOH activations are planned across the Minneapolis area, ensuring that locals keep an eye out for sharks in unexpected places.
Betty’s use of JAWS imagery not only captures attention but also builds excitement and engagement for the Minnesota Lottery’s new scratch game. By integrating such a beloved and instantly recognizable theme, the campaign appeals to both nostalgia and the thrill of playing the lottery, making it a standout initiative this summer.
As Minnesotans gear up for warmer weather and outdoor activities, Betty’s JAWS-themed campaign promises to add an element of fun and excitement to the season. Keep an eye out for those billboards and other surprising activations throughout Minneapolis, and don’t forget to play the JAWS scratch game for a chance to win big!
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