From TV spots to in-store merchandise, Foote, Cone and Belding created an integrated campaign targeted towards the hip, young gaming community for the Taco Bell Win It Before You Can Buy It Xbox Giveaway.The online campaign, developed by FCB/SF Interactive, was extremely successful, exceeding Taco Bell's wildest expectations. Unlike most sweepstakes where the Web is used merely as support, in this promotion, the Internet was integral: users were encouraged to register online for a chance to win. FCB/SF designed and produced a two-phase microsite as well as an online campaign with Superstitials, rich emails and site takeovers.The end result? Online media drove over 400,000 people to xbox.com, with a click-through rate of 4-19% (the industry average is 0.3%) 4500 people registered within the first hour, averaging 80 people per second, and after 10 days, the promotion grossed 2 million registered users. In-store traffic grew 3.5% and sales were up 8-10%.