The Strategy was carried out in two phases:Phase 1: Event announcement (February 2 through 13)•Microsite www.sanvalentinsebaila.com. Starring Carlos Moreno “El Pulpo” •Online & Mobile campaign in MSN •Promotional plan in Xbox channels •Offline media campaign - radio-formula networks and free press- impacting more than 6.2 million people (OTS 3,6)•Social Media dynamization reaching Top50 bloggers and Facebook, Tuenti and Kedin users.•Public Relations campaign with more 200 media contacts.

Phase 2: Competition and Publicity (February 14-20)•Hosted by Carlos Moreno “El Pulpo” and Ruth Medina, Dj and dancer.•A tent with 4 Kinects for competition.•A big canvas for Valentine’s dedications.•In-store customization.•The prize: Trip to Las Vegas + 1 Kinect + El Corte Inglés gift certificates.•Special report posted in the Microsite.•Editorial Support Plan in MSN and Xbox.

-Store traffic increased 8% vs. February 14th 2010 -Sales of videogames increased 63% vs. February 14th 2010.

-More than 63 million impressions served (Web & Mobile) -231.693 unique users visited the microsite.-900 couples took part in the contest-TV & Radio publicity: three radio mentions and three TV reports.

-More than 50 posts in top tier blogs and online media.