The promotion needed a clear platform that could contain all the brands which have very different targets and brand image.We started with a mystery campaign which announced the construction of a subway in the city, which is a transport medium that does not exist in Uruguay.When we unveiled the campaign, we admitted that the subway being built was virtual. It was called Metro Play Shop and it was a promotion where each code contained 500 ml bottles that could be used to win an unprecedented amount of prizes through www.mps.com.uy. This was the first web based promotion in Uruguay.

This promotion was an unparalleled success in Uruguay. In 8 weeks of promotion, we obtained 607,116 registered users and 640.000 visits to the site. This is an impressive number in a country with a population of 3 million. On an average day, the site had 11.428 visits which made it Uruguay’s most visited web page. Sales were highly successful, resulting in a 70% increase of the 500 ml format.