The lottery industry is an entertainment industry; highly focused on innovation, digital gaming, and technology. But our player base is aging out: only 14% of players are under the age of 35 compared to 29% of the population that falls in this demographic. And while the industry is showing growth, it is due to increased spending amongst existing, older players. Lottery is not bringing new players into the fold. If this trend is not addressed, the entire industry could face significant revenue declines.

The goal was to get young adults (18 to 35) interested in LOTTO MAX. We want them to see the brand as a viable entertainment option, relevant to their lives and interests. This was measured by:

Affinity

Increase positive perception of the LOTTO MAX brand by 20%

Acquisition

65% increase in online registrations

Sales

Sell out product in one week

20% increase in ticket sales

Look Like a Million Bucks…

Announcing LOTTO MAX Dream Drop. We partnered with popular fashion designer Mr. Saturday to create the world’s first fashion line that is a wearable lottery ticket. For $200, customers got a hoodie, pants, coaches jacket, or hat/sock/t-shirt combo, that turned them into walking brand ambassadors, and created FOMO for those who didn’t purchase.

…And Maybe Win it too

Each item features a barcode that gives the purchaser a year’s worth of LOTTO MAX tickets, encouraging them to play and hopefully experience the thrill of winning up to $70 million. It could be the most valuable clothing line in the world.

A New Era for Lotto Max

The clothing line marks the first time LOTTO MAX has directly targeted this audience, the first time we’ve made the brand feel young and modern, and the first time anyone has turned clothing into a lottery ticket.

Our Dream Drop commerce strategy focuses on:

Ensuring ease of purchase for our young adult (18 to 35-year-old) target given their shopping habits and preferences

Building ongoing 1:1 relationships with this key target

Email Capture:

All communications drove to our countdown website, where users entered their email to sign up for exclusive offers and first access to purchase. Registrants were enticed with an invitation to a pop-up activation where they could pre-order merchandise.

The Right E-commerce Platform:

Mr. Saturday’s e-commerce runs on the seamless online shopping platform Shopify. This was crucial to selling out the product since our young adult target is familiar with this platform and likely has purchased from it before.

Loyalty:

Not only is the actual clothing a scannable lottery ticket, keeping those who purchased it loyal for a year, we now have a 1:1 relationship with prospects and can tease upcoming drops.

We dropped our campaign in four phases:

Tease (2 weeks)

We paired designs with cryptic headlines to drive awareness of the Mr. Saturday partnership and launch date through social posts, OLV, bumpers, banners, influencers, press kits, and PR.

Launch (1 week)

We released the designs to the media. The launch was covered by fashion bloggers, influencers, and a Toronto Raptors NBA player modelled the clothing. Mr. Saturday alerted fans with emails and social posts.

Purchase (1 week)

E-commerce opened, and we hosted a pop-up. People could see the clothing in person and crack a code on a giant vault to win apparel and a $1000 gift card.

Amplify (1 week)

After we quickly sold out, the digital vault launched. People could crack a code for a final chance to score the hottest item: the hoodie. Finally, we teased them with future Dream Drops, keeping our target engaged.

Affinity

We saw a 40% increase in positive perception of the LOTTO MAX brand among those who saw our campaign, doubling our objective

Acquisition

194% lift in account registrations, indicating intent for future online purchases and creating a 1:1 relationship with our target

Commerce

Hoodies sold out in 11 min, the entire collection was 90% sold in 24 hours, and 100% within a week

Mr. Saturday doesn't typically sell 90% of a collection in a day. On average, only 50%-60% sell within a week of a collection release

And most importantly, this campaign got young adults to play LOTTO MAX.

We saw a 200% lift in ticket sales over the first three weeks of our campaign

Dream Drop is a new way to play for a new generation of players. It changed the way young adults perceived the lottery, and got them to play.