Atlantic Lottery Corporation has launched a campaign that combines street-level marketing and candid video footage to promote its Lotto Max Maxmillions jackpot.
The “There’s more in store” campaign was set in motion last week when the Lotto Max jackpot reached the $50 million mark, activating ALC’s Maxmillions, a program that gives consumers who buy Lotto Max tickets the chance to win additional $1 million prizes.
To generate interest in Maxmillions, ALC has cast an actor as “Max Millions,” a character who appears at stores to surprise consumers by giving them extra quantities of the products they buy. In one example, a Moncton, N.B. woman encountered Max Millions at a coffee shop and was given 26 additional cups–coinciding with the 26 million-dollar bonus prizes available this week–in addition to her purchase.
The Max Millions encounters, which have also taken place locations such as spas, convenience stores and bakeries, have been captured on video and uploaded to a YouTube site devoted to the campaign.
“We’re trying to give people an exciting and memorable moment by giving them more of what they want for no additional cost,” said Ben Boudreau, account coordinator for Bedford, N.S. agency Revolve, which developed the campaign. “It’s about sharing the fun and excitement of getting more.”
The Max Millions character first appeared in Halifax last week and has spent this week in Moncton. Should the Lotto Max jackpot go unclaimed in tonight’s draw, the character will reappear in an undisclosed Atlantic Canadian city next week.
