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Minnesota Lottery Launches Powerball Campaign

ST. PAUL, Minnesota – (PRESS RELEASE) -- The Minnesota State Lottery today launches a major Powerball campaign to remind people that winning several million dollars is nothing to breezily disregard. Titled, "Don't Belittle Powerball(R)... It's Always Big," the new campaign targets Minnesotans who only play Powerball when the jackpot hits record dollar amounts, instead of playing when payouts are more modest at $10 million or $20 million.

"The number of Minnesota Powerball players grows exponentially when the jackpot hits $100 million or more," explained Minnesota State Lottery Executive Director Clint Harris. "With our new marketing campaign, we want to say to these Minnesotans, '$10 million is a lot of money.'"

The most unique element of the high-profile campaign involves a surprising mobile marketing element, allowing Minnesotans to experience the sheer size of the Powerball for themselves. A delivery truck, an El Camino and a Ford LTD, "crushed" by giant red Powerballs that fell from the sky, will make appearances at events in the Twin Cities and across the state. While the cars will travel in the metro area and around the state on the back of a flat-bed truck, the delivery truck will visit the 18 convenience and retail stores in Minnesota that have sold winning Powerball jackpot tickets. The delivery truck tour will kick-off at SuperAmerica, 13500 County Road 5 in Burnsville, the site where the very first Minnesota Powerball jackpot ticket was sold. The truck will be parked at the store June 28 from 11:00 a.m. to 2:00 p.m. Other special events also will take place during that time.

"When people see the imposing vehicles driving down the road or parked next to a snack stand at the Taste of Minnesota, the Minnesota State Lottery's message about the Powerball won't be able to be ignored - Powerball is always big," said Harris.

The marketing campaign also involves creative television and radio advertising spots and strategic Web announcements, as well as soon-to-be- completed revamped Powerball billboards, allowing the Minnesota State Lottery to remind people that $10 million or $20 million is a lot of money about which to dream.

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