To get people to buy Lotto 6/49 tickets, Loto-Que´bec and Sid Lee tapped into life’s random lucky moments by highlighting them across different media. For instance, on Cogeco Radio, sportscaster Dany Dube´ talked about Montreal Canadiens who were so lucky on the ice that they “should buy a 6/49 ticket.” This was extended on air, with the team pushing similar lower third messages when a Montreal Canadiens hockey player had a lucky moment during a game. The brand also tapped into lucky moments in transit, locating high-traffic areas and then placing a digital board along the route that would encourage people to buy a ticket when the traffic cleared. This was extended again to radio, with the same message being tacked onto traffic reports. And finally, Loto-Que´bec hijacked the news of babies being born on the first day of the New Year, with adjacent print and digital banners inviting the lucky parents to play Lotto 6/49.