September 02, 2009

By By Jen Wilson, London

Warner Bros. Records has joined with the California Lottery in a new promotion that gives players the chance to win music-related prizes such as downloads and concert tickets.

It is the first such promotion the lottery company has embarked on and coincides with the 50th anniversary of Warner Bros. Records.

"Warner Bros. Records was born in California, and we have a rich history and heritage in the state," said Andrea Kinloch, brand partnerships VP for Warner Bros. Records, in a statement. "It's always nice to be first - and since this is the first music-based promotion that the California Lottery has done we are even more thrilled to make this happen."

Warner Bros. Records Scratchers are now retailing at $2 in the 21,000 California Lottery ticket outlets throughout California. As well as the regular instant cash prizes - the top prize is $10,000 - the Scratchers will offer second-chance prizes online. Music prizes include 100 downloads each for 2,400 winners and a top prize of an all-expenses-paid trip to a 2010 summer music festival.

Warner Bros. artists Seal, Michelle Branch, Goo Goo Dolls and Taking Back Sunday will feature in the promotion, although download winners can choose from the label's entire catalog of songs.

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