Most recently, the Ontario Lottery and Gaming Corporation announced that it has grabbed several awards at this year’s edition of the Cannes Lion International Festival of Creativity. This is thanks to its Lotto Max Dream Drop campaign launched with the help of the local clothing brand, Mr. Saturday. The Crown has won two Silver Lions and two Bronze Lions for this successful initiative.
Cannes Lion International Festival of Creativity is an annually held event that brings together creative leaders from all around to world. At the prestigious event, participants exchange ideas, learn from one another, create networking, and last but not least celebrate the most innovative ideas, by awarding them with awards in numerous categories.
Claiming Four Honors
Earlier this year, OLG and the Toronto-based fashion brand Mr. Saturday collaborated on a promotion named Lotto Max Dream Drop. The project itself was a limited-edition streetwear collection, and each clothing item came with a bonus code for a year’s long subscription of Lotto Max tickets. And its purpose was to try and engage a younger demographic with lottery offerings.
Lotto Max Dream Drop was an instant hit and it caught the attention of many Ontarians all of the items sold out just in days after the launch. Some of the pieces even sold out in minutes, said the OLG. The Crown informed that this collaboration outperformed drastically campaign objectives, including those of new registrations and ticket sales.
At the awards, the campaign was nominated for a total of nine honors and managed to win in four of them. The winning ones are a Silver Lion for Creative Commerce for Engagement: Customer Acquisition and Retention, a Silver Lion for Direct Ambient Media, and a Bronze Lion for Design and Brand Experience and Activation.
For the launch of the campaign, the OLG also joined forces with MediaCom, Hill + Knowlton Strategies, Cruel, Common Good, and Grayson Music. Another notion behind the offer was to promote equity, diversity, and inclusion. All of the profits from the campaign have gone to BLACK HXOUSE, which is an organization that empowers BIPOC individuals. This was OLG’s second appearance at the Cannes Lions Festival of Creativity and its first win at it.
Another Important Team-Up
More recent activities from the OLG include its brand-new agreement with Major League Baseball. This is a multi-year partnership, which makes OLG’s PROLINE sportsbook the official sports betting partner of the league in Ontario. It is also the first sports wagering partnership for the MLB in the province.
Via the agreement, the OLG and PROLINE will receive exclusive distribution rights to the league’s official logos as well as cross-promotion across MLB digital and social channels. The partnership will also enable the introduction of free-to-play online games, which will be launched for baseball fans for the duration of the MLB season.
Source: “OLG Wins Big at Cannes Lions”, Yahoo, June 27, 2022