Unique codes were printed on cups for consumers to send in with 1 text message –right in the restaurant. The revolutionary idea: Every code wins - for the first time even physical prizes. Presents ranged from mobile content such as personal calls from Santa, sending postcards to friends, personal photos with Santa, to attractive physical prizes like prepaid credit cards with 20,000 Euro, 1,.000 x free airtime and 150 mobile phones. This innovative prize pyramid combining physical prizes with millions of digital presents was shown on TV and in the restaurants (on products, traymats, menu boards).

A stunning 25% response rate - with more than 1.5 million participants in five weeks. The best result of a McDonald’s mobile marketing campaign ever. About 45 % of all participations were repeat players, 20 % played even 3+ times. Next to increased sales, McDonald’s gathered deep insight into consumer behavior and mobile user interaction.