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Aurora Cannabis’s Illumination Series made its second stop in Edmonton Friday with 80s-era rock band The Cult headlining the show.  To win tickets, you enter your name, email and phone number into an online form to enter a draw. It’s a unique marketing strategy for a company with a product that’s not legal yet, marketing expert Craig Patterson said. “Coming up with ways to market something when you’re not allowed to do it, or you have to skirt around it, it’s pretty creative,” Patterson, the director of applied research at the University of Alberta, told CBC’s Radio Active. “Their name is going to become synonymous with a lot of music.” The information they’re collecting will likely be used to create a list of potential clientele — some of which may have opted in to the newsletter they send out, he said. How Aurora Cannabis is marketing itself before its product is legal

thumbnail courtesy of www.cbc.ca

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