INDUSTRY WATCH

Volt Media and Atlantic Lottery Unveil Augmented Reality Campaign

Atlantic Lottery first in Canada to use AR for out-of-home marketing

HALIFAX, NS — Atlantic Canada’s Volt Media today unveiled a technology-based campaign on behalf of Atlantic Lottery and the new national lottery game, LOTTO MAX.
 
Until now, AR has never been used in Canada for out-of-home marketing purposes. The technology provides a live view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer generated imagery, thereby creating a mixed reality. With the help of AR technology, the information about the surrounding real world of the user becomes interactive and digitally usable.
 
The campaign, which will allow potential LOTTO MAX players to literally see what their future could look like as a winner— for example snowboarding down the side of a mountain, trekking along an African safari, or skydiving, will be on display in four storefronts across Atlantic Canada on October 29 and 30.

Locations include, St. John’s (at Vogue Furriers, 167 Water Street), Charlottetown (Queen Street Outlet, 117 Queen Street), Moncton (Terra Verde, 679 Main Street) and Halifax (The Running Room, 5514 Spring Garden Road) will all play host to the ground-breaking technology.  
 
“Since the launch in September, LOTTO MAX has been giving Atlantic Canadians opportunities to see what it would be like to live their dreams to the MAX,” said Scott McWilliam, Director of Marketing with Atlantic Lottery.  “This is the first time that Augmented Reality technology will be seen out-of-home in Canada and we’re really excited that Atlantic Canadians will be the first to experience what it feels like to live out some extreme adventures.”
 
“Augmented reality was the perfect tool to bring the LOTTO MAX experience to life,” said Jay Aird, owner of Volt. “Atlantic Lottery’s leadership and commitment to leading-edge technologies made this an ideal partnership to achieve our mutual goal of bringing breakthrough technologies mainstream."
 
The campaign was made possible through collaboration between Atlantic Lottery, Time + Space Media, and Volt, an emerging media company in partnership with Total Immersion, the global leader in Augmented Reality. 3D animation and graphics was developed by Ad Dispatch.