BrainWorks

Taking Social Media Reach to The (Lotto) Max

Lotto Max is a national Canadian Lottery game launched in 2009 by Atlantic Lottery Corporation. It offers Jackpots starting at $10 Million, with gradual increases in the grand prize every time the draw doesn’t yield a winner.

For our Holiday campaign, our mission was to create an engaging and shareable social media video campaign designed to spread cheer in the 2017 holiday season, while also raising the profile of Atlantic Lottery and Lotto Max in the Atlantic Provinces.

Since Lotto Max takes great inspiration from the idea of making dreams come true, we decided to create the Lotto Max Dream Box. In December, we set up our giant Dream Box in both Halifax and Moncton, and asked hundreds of Atlantic Canadians to tell us their holiday dreams. Then we got to work bringing some of them to life!

We only had two days scheduled for filming in both Moncton and Halifax. The first day was spent promoting the Dream Box, a 10 foot-tall ALC-branded wrapped present which was set up in a prominent downtown locale in each city, where we invited people to share their holiday dreams in order to qualify for a free Lotto Max ticket and a chance to see their dreams realized.

The second day was spent entirely surprising the winners with their prizes at either their homes or places of work. That meant we only had one night for each city in which to decide the winners of the contest and to figure out the logistics of many dreams we could make come true — as well as how best to surprise the winners in order to capture authentic and emotional footage for the video.

In the end, we delivered 5 videos – the full-length video, coming in at 3 minutes, as well as 4 mini videos which each document one of the winners. Each of the videos had professional translated French subtitles – as well as English subtitles for the one video featuring francophone winners.

The campaign produced the most highly viewed video in Atlantic Lottery history, with 679,000 views just in Atlantic Canada – which has a population of just 2.3 million!