When consumers purchased Die Burger newspaper, they received a free cup of coffee. Each illustration or cup design raised a controversial issue and invited readers to comment on these via text message. The most informed opinions were published in the following day's edition and the top text message was rewarded with a Russell Hobbs coffeemaker.

Sales of the newspaper increased by 25% in stores where the promotion took place. We increased brand awareness and thousands of SMS's were received. We also educated readers on current newsworthy issues. The client has decided to implement this campaign on a larger scale later this year.