With collaboration with chefs of cafe Ristikhein who developed original recipes, we gave away cakes to Philadelphia customers during campaign period. To participate you had to insert a unique code from the product sticker in campaign webpage www.superkook.ee (in translation "supercake"). Our main goal was to lower the participation threshold by eliminating shop cash receipt requirement for participating in campaign and making it easier to participate by mobile during shopping or shortly afterwards. Our campaign message was communicated in Facebook, supermarket radio and selected print media etc. Due to lowered campaign participating threshold we reached more people than in previous campaigns. 43% of people participated through mobile devices. Sales rose 49,7% compared to previous months.
