25 million drink cups were turned into a personal entertainment centre promoting the film “Finding Nemo”, each cup has a unique code printed on it - the code is sent in by the mobile phone. Consumers receive one of more than 70 “mobile specials”: for example, a “mobile movie” with shark Bruce biting on the mobile phone display from inside (the first animated picture sequence for mobile phones), or a “mobile photo-to-postcard” (the first time a mobile photo turns into a physical postcard sent to friends), or a mobile greeting from Nemo calling up consumers’ friends etc.

The TV spot explained how to participate. Radio spots explained the meaning of the “crazy codes” on the drink cups. POS materials, flyers and tray covers described samples of mobile entertainment and the mechanic. The drink cup carried a special promotion layout, and a unique code. For mobile phones, more than 70 different mobile ideas were implemented.

The (high) target of 4% participation was exceeded by 3.5 times: The total was 18% (=4.5 million!), more than 30% of all consumers requested the color versions of the mobile content. A major success for all parties involved in the promotion.