Loto-Québec is a Quebec, Canada government corporation whose mandate is to operate games of chance in the province of Quebec. For a third year in a row, Loto-Québec had to promote its Halloween-themed scratch ticket and for the third year in a row, the scratch ticket received its share of complaints while managing to deliver the best product launch since 2012.

To launch the new horror-themed Phobie scratch ticket, Loto-Québec took over the space above a corner store to scare customers who were entering.

With the help of special projectors, Loto-Québec was able to film small spiders and make them look like they were 10 feet wide.