Demonstrating the lengths to which labels will go to secure attention for their artists, Warner Bros. Records has pacted with the California Lottery to sell scratch-off tickets promoting singer Seal, singer-songwriter Michelle Branch, and rock bands Goo Goo Dolls and Taking Back Sunday. The tickets went on sale at 21,000 retail outlets in the state.
A $2 Warner Scratcher can net a top cash prize of $10,000. However, non-winning tickets may be entered into an online drawing with a top prize of an all-expenses-paid trip to a 2010 summer music festival; an additional 2,400 winners will win 100 music downloads.
California Lottery Director Joan Borucki said, “Our players have expressed great interest in music-themed prizes, and this game, coupled with our interactive Web site, will bring a new level of playing to our customers.”