The Atlantic Lottery Corporation is having a ball with its first regional promotion for Lotto Max.
The ALC is hosting what it calls “sphereing” events in all four Atlantic provinces. At each event, two participants, outfitted with head cams, are strapped in a giant branded, transparent bubble and rolled down a 15-foot ramp.
The footage captured is posted at GoingToTheMax.com, where participants can invite friends and family to vote for their video via Twitter, Facebook or e-mail.
The top rated video from each region wins $300, and the most popular video overall wins $500 and Guitar Hero World Tour.
The event is meant to engage the target (19-34) in a way that makes them the centre of attention, said Melissa Fawson, account manager at Colour, the Halifax-based agency behind the promotion.
After conducting a series of focus groups, the agency discovered the demo was looking for “new and interesting things to do,” she said. “While this young demographic may seem exciting to us, their lives are pretty routine.”
Launching a new lottery like Lotto Max opens an opportunity for the ALC to attract a new generation of lottery players, and it’s the “perfect opportunity for us to jump in and do something different,” said Fawson.
The agency used Facebook and Twitter to promote the events, in addition to a YouTube video. A street team also took the ball to the streets for a guerrilla marketing effort.
“We had to do something different here… because if you did something that didn’t get their attention or didn’t have something interesting going on, you weren’t going to be visible for them,” said Brian Hickling, senior vice-president, creative director, Colour.
The new lottery replaced Lotto Super 7 last month.
