MUMBAI: Pollard Banknote, a production and merchandising company of instant lottery tickets, and EMI Music have teamed up to launch a global, music-themed lottery ticket program. This is the first deal of its kind between a recorded music company and an instant lottery ticket manufacturer.
Pollard Banknote, based in Winnipeg, Canada, manufactures instant tickets for 45 lotteries worldwide. Pollard Banknote’s Licensed Games Division brings lotteries expertise in ticket design and manufacturing, prize structure consultation, and post-game analysis.
Under the new agreement, Pollard Banknote will offer lotteries a unique, branded program that features content and prizes exclusively from EMI Music artists.
Pollard Banknote and EMI Music will back the music-based instant ticket program with completely integrated marketing services, including merchandise selection and fulfillment, publicity and promotional opportunities, and second chance draw process management (including all customer service and Internet marketing).
Players who purchase the jurisdiction-specific, music-themed instant lottery tickets created by Pollard Banknote will have the chance to win music downloads, ring tunes, merchandise, and "one-of-a-kind" experiences from EMI Music’s chart-topping artists and music legends. Winning ticket holders will be able to redeem EMI-specific prizes using a unique download code from their winning ticket at secure websites created for each lottery by EMI Music.
"Lotteries all over the world will now have the ability to work with EMI Music’s entire digital roster of music from today’s stars and legendary artists as a marketing tool to create an emotional connection with fans in the coveted 18- to 35-year-old demographic. We are pleased to offer our customers a vast, new array of compelling instant prize and second chance draw options that will really resonate with music fans," says Pollard Banknote director Licensed Products Sina Aiello.
"Adding music as a prize element to a lottery program is an entirely new and exciting enterprise. This was the result of a great collaboration between Pollard Banknote—a very creative and innovative partner—and EMI’s Brand Partnership team, which is all about developing new ways to help brands connect with consumers through music. These exciting new music-oriented prizes will introduce a whole new group of fans to the digital music experience and help them discover EMI Music’s artists," said EMI Music Services president Ronn Werre.