We developed an audience-involving role-play that irritated and excited them. The promotional event was held on a broad-scale and nation-wide, covering Germany´s 10 most relevant cities. Following 50 casted actors, were taught to catch the right moment, in order to realise 3 role-plays every evening during 16 days of action.A new commercial, the climax of our experience promotion, was directed in an animated and realistic look. We developed our own micro-site and online game. The promoted product was re-launched in a new package design plus information and promotion material as well as press releases that covered all stores.

Within only five weeks sales of the action meal 'Pirate box' nearly doubled and 8,000 visitors came to our micro-site.