An entertainment and gaming brand launched a campaign with a hot new Canadian design label to create a clothing collection that customers use to redeem their lottery tickets locally. So essentially, the shirt on your back can double as a lottery ticket that could win its owner a cool $70 million.
The Ontario Lottery and Gaming Corporation (OLG) and Lotto Max have teamed up with design label Mr. Saturday to launch the limited-edition Lotto Max “Dream Drop” clothing collection. The collection consists of 400 pieces of scannable apparel from the Toronto-based design line.
Some pieces were very popular. Hoodies from the clothing line sold out in 11 minutes. Ninety per cent of the collection, consisting of comfy sweatpants, coach-style jackets and combo packs of T-shirts, trucker hats and socks, was snapped up in 24 hours likely due to the low $200 price tag.
Each item from the line can be scanned like a lottery ticket and gets the owner a $5 Lotto Max play each week for up to one year, which is a total value of $260 and up to 52 lottery tickets. Lotto Max Dream Drop items used to buy lottery tickets give the owner the same chance of winning the $70 million Lotto Max jackpot each time.
OLG says that 100 per cent of their proceeds is reinvested into the province for health care, cultural and local community programs — $55 billion and counting since 2009. Funds in the amount of $56,000 from the Lotto Max Dream Drop collection created by Mr. Saturday will go to BLACK HXOUSE, an arm of HXOUSE, a Toronto-based not-for-profit organization that provides mentorship and learning opportunities to BIPOC individuals.
For the Lotto Max Dream Drop launch, Lotto Max and Mr. Saturday hosted a physical pop-up shop and event over three days at the end of March in Toronto where the full collection was available to the public. The collection went online the following day, March 28. Each piece displays a code that is redeemable online and then credited to a player’s account. Each item in the collection displays a QR code which takes the customer to OLG.ca/DreamDrop to input the unique code found on the garment tag.
Lotto Max players have won over $6.8 billion worth of prizes in Ontario since 2009. To purchase a lottery ticket at retail locations buyers have to be 18 years old or over, Ontario residents located in the province during participation, and 19 to register and play online. Lotto Max is an Ontario lottery that is available only in Ontario.
The Dream Drop products were available online to all qualifying Canadians. At the time of publication the collection was sold out.