Atlantic Lottery: Going to the Max
The Challenge
The launch of Lotto Max – Canada’s first new national draw game in over 15 years – represented an opportunity to introduce lottery to a new generation of players. The Atlantic Lottery Corporation (ALC) wanted to generate awareness of this bigger, better draw game within the 19-35 yr old demographic across Atlantic Canada.
The Solution
ALC hosted a series of sphering events across Atlantic Canada, whereby people were strapped inside of 12‘ tall, branded plastic balls two at a time and then rolled down a hill – all in the name of a bringing a bit of the “Going to the Max” experience to life. Each participant received a URL taking them to a section of the Going to the Max website featuring a video of their sphering ride. Sharing the video with friends and family encouraged voting in a video contest while also spreading the word about Lotto Max.
The Result
With 30,000 unique visitors from the region in just over 5 weeks, Going to the Max directly introduced Lotto Max to an impressive number of Atlantic Canadians. Earned and paid media impressions further extended the campaign’s reach.
Note: Carman Pirie led strategy development for ALC’s Going to the Max during time with Colour. Jeff White’s firm Brightwhite Design led the development of the campaign microsite goingtothemax.com.