In terms of figures, the Christmas Card achieved an opening rate 53% above the usual rates achieved until then, and a click through rate of 123%. All in all more than 35,000 unique users visited the microsite volkswagenrecienhecho.com in less than 10 days. They stayed in the site an average of 3.16 minutes creating cookies. In fact, 6.000 cookies were created in under 3 days. And 1,295,250 people saw in their Facebook Wall a post about the Christmas Cookie, therefore achieving an impact in more users than those contained in the Volkswagen database. The main automotive blogs and forums commented on the action. And more importantly, it required a media investment of 0 Euros.