To launch the new McDonald’s theme 'I’m lovin’ it', we created a mini-site and MSN Messenger chatbot. We invited internet users to tell us what they loved (win what you love) and revealed the McDonald’s brand later. We pushed visit to the mini-site through free SMS services with a personalised sponsored tagline: 'Visit Christine.imlovinit.nl and win what you love' (CTR > 15%). With a banner that resembled a Messenger-chat we motivated Messenger users to add the chatbot to their buddy list and start a chat. Those whose favourites matched the winning combination (Justin Timberlake, a limousine, Big Mac©) won precisely that. Response was massive.PS At that time nobody in The Netherlands knew that Justin Timberlake sang the 'I’m lovin’ it' tune!