The contest was promoted on billboards, web portals and in cinemas – key places where young people from big cities appear before Valentine’s Day.Mechanics was simple:- visit www.ilovemilka.pl- select one of 80 locations in 8 cities where you want your wishes to appear- write your message to beloved one- tell your friends to vote for you – entries with the highest number of votes win.The voting mechanics made people spread the idea on the whole internet: blogs, social networks, e-mails, instant messengers. Due to the scale, even mass-media covered the action.On the Valentine’s Day, 80 people could show their beloved ones the biggest Valentine card they could give: personal wishes on citilight billboards in the very public location they had chosen before.One of the entrants even proposed to his girlfriend this way! May their love be as sweet as Milka!

We could see how passionate people in love can be. To win valentine wishes placed on the posters, they fought for votes on the internet.As a result, in 2 weeks’ time we had:- 21 617 valentines “fighting” for 80 locations- 600 000 users voting (nearly 5% of all internet users in Poland)- Over 2 million votes (the most active users collected over 20,000 votes each!)I Love Milka box broke another sales record during that period, selling 30% more than the year before.