The lottery industry is an entertainment industry; highly focused on innovation, digital gaming, and technology. But 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 us as a viable entertainment option, relevant to their lives and interests. This will be measured by:

Affinity:

Increase positive perception of the LOTTO MAX brand by 20%

Acquisition:

65% increase in online registrations

Sales:

Product sells out 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 clothing needed to connect to our Dreaming to the Max platform and feel so premium that 18 - 35 adults would desire it. We selected an up and coming Toronto designer Mr Saturday, who understands our target and their desire for premium goods leading to the creation of our Dream Drop clothing line. Together, we needed to find an interesting way to integrate a lottery ticket into premium clothing.

A collaborative design process ensured that the finished collection was authentic to both Mr. Saturday and LOTTO MAX. Part of working with great partners is being able to lean on them for their expertise. So even while we had feedback on certain aspects of the collection, we focused on ensuring that the idea was clearly communicated and that the ticket mechanism was seamless for consumers.

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

Sales

Hoodies sold out in 11 min, 90% of the collection 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 18 to 35-year-olds 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.