First big mobile Instant-Win in Germany: participants discover an individual code on the Airwaves 'Text&Win'-packet plus instructions on how to text this code via their mobile phones or by entering it on the promotion website. Within seconds participants receive a text message back if they have won a prize. More than 100,000 prizes were offered: €100,000 cash, mobile phones, MP3-players, mobile ringtones, logos and greeting cards. The promotional Airwaves packet showed a Panasonic mobile phone as the key visual, since the mobile phone is a trendy and eye-catching element. Panasonic was the promotional partner providing the sweepstake prizes.

Over one million participants exceeded all expectations and resulted in increased sales compared to the previous year. In particular, the rate of first-time trial consumers increased significantly. One of the key success factors was the cross-medial approach that included package design, the mobile phone, the Internet, point of sale material and TV. Another success factor, according to market research, was the attractive prize pool and the high win-ratio of the sweepstake. The partner Panasonic reported a significant increase in sales of the featured mobile phone.