Bearded Bucks is a recently released scratch ticket available through the Minnesota State lottery system. Inspired by the generously bearded hipsters native to the region, the contemporary take on scratch lottery tickets features a play area entirely contained within the illustrated man's beard.
The campaign conceived to promote Bearded Bucks around the state was wonderfully titled 'Tour De Beards,' which saw visits at a number of craft breweries in the Twin City area. The Bearded Bucks campaign also spawned a series of commercials starring local brewers as "Chancetakers," while local brewery Tin Whiskers even held a lottery-sponsored beard competition.
This unique marketing effort from the Minnesota Lottery speaks to the lengths at which brands will go to create product offerings that speak to contemporary consumers.