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OLG Dare to Dream
Lotto Max needed to increase emotional connection with 25-34 target and generate social media engagement, ultimately leading to more regular play. The Dare to Dream campaign provided the opportunity for Lotto Max to reframe the lottery experience by offering an exclusive and intimate live music event featuring Canadian indie darlings Metric, driving awareness via radio and social amplification (contest and event) that increased exposure to new generation players and inspired them to share their music dreams.
Utilizing WeShot technology, a live video of Metric’s “Help I’m Alive,” featuring a mix of professional and fan-shot footage, was released to continue to amplify the campaign.