The Most Money Beard in Minnesota

 

The only thing more plentiful than the lakes in Minnesota are the beards. But as the Minnesota Lottery proved with the  Bearded Bucks scratch game, not all beards are created equal. To create some buzz for the scratch game, we planned a fun and engaging game show-type event to find "The Most Money Beard in Minnesota." Challenges included measuring beard thickness, beard absorption, and beard beauty. The promotion even prompted a shoutout from The Minnesota Beard and Moustache Coalition president, who just happens to be 4-time U.S. National Beard Champion and 2017-2018 World Beard Champion, nbd. Let's get weird with your beard.
 

Campaign included social, posters, event planning and videos.