Love the new Minnesota State Lottery advertising slogan: I’MN. Or, as one of my college age sons often says, when he’s in agreement with someone’s idea or proposal, I’m down.

The lottery slogan cleverly plays off the affirmative and adoptive slang phrase “I’m in” (i.e., “Count me in”) — it also plays off the MN abbreviation for Minnesota. Congrats, Periscope.

How long before we start to see brand owners saying “count me in” when it comes to using the similar meaning “I’m down” phrase as a meaningful adoptive rally cry for action?

Maybe a more direct and hip version of Apple’s I’m a Mac campaign? Or, is the I’m Down phrase, simply too confusing (and assumed negative) across the general consuming public?

Dear readers and especially our beloved marketing types, who’s down for sharing their wisdom on the subject?

  • James Mahoney

    I like I’MN., too. Plays nicely for all the reasons you mention, plus its double-meaning is likely to be widely understandable for the local audience. If the Minnesota lottery revenue distribution is like the Massachusetts one, then it gets spread around the state. So there’s this kinda ethereal feel-good justification in playing the lottery because you’re also helping fellow Minnesotans, too. (Yes, indeed, that’s why I play the lottery–to help my fellow man. Uh-huh).

    But as far as “I’m down” is concerned, I don’t see a lot of mileage left there. The phrase has been in use for some time now, to the point where it’s a non-thinking reaction response for most users. That means that any company that uses it in, say, a vid or TV commercial in an attempt to be hip would be seen as woefully behind the time. It would also be a sure signal for the hip leading edge to leave “I’m down” far behind (which they may already have done). Dig, man?

  • Desiree Hogedam

    This would be kind of similar to I Amsterdam? Has anyone seen that? It’s a slogan from the City Council of Amsterdam trying to make people feel part of the city. And on a different note they are trying to take the I Amsterdam slogan away because it would stand for individualism instead of solidarity and diversity. I don’t agree with that but I would love to hear what you think.