Close to 50 people competed in the British Columbia Lottery Corporation’s promotional and media stunt to kick off the launch of Millionaire Life outside the Vancouver Art Gallery Feb. 1.
Backed by a cross-Canada advertising campaign for the national lottery, by Bristol Group of Moncton, N.B., Smak, a Vancouver-based guerrilla marketing company, devised the “Loonie Lift.”
Contestants, who ranged in age from 20 to 65, had 10 seconds to pick up and pocket as many of the 2,500 loonies as they could covering a large Millionaire Life logo.
Owen Gormley, corporate communications officer for the Richmond, B.C.-based BCLC, said it’s the second year that BCLC has offered this product, which is available during the month of February only. Beyond the top prize of $1 million a year for 25 years, prizes include four prizes of $1 million and 20 prizes of $100,000.
Gormley says the event fit the feel of the brand. “It’s exciting, dynamic, it’s a limited time only and it’s unique,” he says. “People are not as familiar with this as maybe they are with 649 or Super 7 or Scratch and Win so it had to stand out.”
