The Cannes Ryan International Festival of Creativity is an annual event where creative leaders from all over the world gather. At this prestigious event, participants celebrate them by exchanging ideas, learning from each other, creating networking, and awarding the most innovative ideas in several categories.
Earlier this year, OLG and Toronto-based fashion brand Mr. Saturday collaborated on a promotion named Lotto Max Dream Drop. The project itself was a limited edition streetwear collection, with each garment item accompanied by a bonus code for a one-year long subscription to Lotto Max tickets. And its purpose was to get young demographers to offer lottery tickets.
Lotto Max Dream Drop was an instant hit and all items sold out within days of its release, attracting the attention of many ontarians. Some works sold out in minutes, OLG said. The Royal Family announced that the collaboration significantly exceeded campaign targets, including new registrations and ticket sales.
In this award, the campaign was nominated for a total of nine honors and managed to win four of them. The winners are Silver Lion for Creative Commerce for Participation: Silver Lion for Customer Acquisition and Retention, Direct Environmental Media, Bronze Lion for Design and Brand Experience and Activation.
To launch the campaign, OLG partnered with MediaCom, Hill + Knowlton Strategies, Cruel, Common Good and Grayson Music. Another concept of this proposal was to promote equity, diversity and inclusion. All proceeds from the campaign went to BLACK HXUSE, an organization that authorizes BIPOC individuals. This was OLG’s second appearance at the Cannes Lions Creativity Festival and its first win.
Another important team-up
OLG’s recent activities include a new contract with Major League Baseball. This is a multi-year partnership that makes OLG’s PROLINE Sportsbook the official sports betting partner of the Ontario League. It is also the first sports betting alliance in the province for MLB.홀짝게임
Through this agreement, OLG and PROLINE will receive exclusive distribution rights for the league’s official logo and cross-promotion through MLB digital and social channels. The partnership will also enable the introduction of free online games to be released for baseball fans during the MLB season.