This past summer, the Minnesota State Lottery, the Minnesota Vikings and the National Football League partnered to unveil the first-ever Vikings-themed scratch game. Sold statewide at Lottery retailers and at Mall of America Field, the $10 ticket exceeded expectations and has cleared $12 million in total sales.
“Sales of our Vikings Scratch ticket have been nothing short of outstanding,” said Lottery’s Marketing Director John Mellein. “In fact, the ticket achieved $12 million in sales, making it one of our best-performing games in recent years. In addition, we know we gained trial from players that don’t play the Lottery very often, so we applaud the Vikings for helping us exceed our marketing goals.”
Launched just before the team reported to the 2010 training camp, the scratch game featured a $200,000 top prize, with a second chance to win a VIP season ticket package for four. Lottery players could also earn points to redeem for Vikings merchandise. As with all games offered by the Lottery, sales of the Vikings Scratch tickets helped the Lottery maximize its annual contribution to the State, which supports critical environmental funding and the General Fund.
“We have been especially pleased with our partnership with the Minnesota Vikings,” said Clint Harris, Director of the Minnesota State Lottery. “Our sponsorship has given us great media, signage and promotional exposure, allowing us to reach many loyal Vikings fans who are also Lottery players.”
“While we anticipated success with the Vikings Scratch ticket, we are extremely happy that we have exceeded sales expectations by several million dollars,” said Steve LaCroix, Vice President of Sales and Marketing and Chief Marketing Officer. “This is a great reminder of the strength of the Vikings brand, and we hope the team’s partnership with the State lottery continues in the future.”