‘The Matrix Reloaded’-promotion was part of Heineken's sponsoring of the movie. It was targeted at 18-25 y.o. men and was based on a never before used integration of a mobile phone and a website. To contact ‘The Matrix’ (IVR), participants had to enter their mobile number on the website. Then ‘The Matrix’ called them immediately and generated a unique code, which the user had to enter on the website. Once they were in ‘The Matrix’, participants discovered their prize. Heineken collected 30.000 email addresses and mobile numbers of participants, and was able to strengthen its position as a category innovator.