To get people to buy Lotto 6/49 tickets, Loto-Québec and Sid Lee tapped into life’s random lucky moments by highlighting them across different media. For instance, on Cogeco Radio, sportscaster Dany Dubé 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-Québec 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.