Unibanco (a credit card issuer) was lauching the Mini, the first reduced size Visa card in Portugal. We were briefed to develop a viral marketing solution. A small credit card is easier to carry but harder to find. Inspired by this, we developed a “Where’s Wally?” type of game, accessible on the Internet. A newspaper special cover, leaflets and e-mails challenged people to play “Where’s Mini?” and find cards in characters that move around a virtual city. Over a three months period, the players who found the largest amount of cards in the least amount of time won Mini cards with €1000 credit.