Building desire by restriction - because the visitor has to authorise his entry to the website with his complete data and an ID-verification, we offered them exclusive benefits - an interactive, exclusive entertaining format with weekly updates and benefits that tied closely to the desires of the target group. Verified visitors of the NACHTZECHE-events (had to be 18+) could subscribe to a 'virtual key', allowing them to access to the website direclty, without registration.

The sales of Schwarzer Krauser No. 1 not only stabilised towards market trends but even increased by 1.4%. Schwarzer Krauser No.1 finished up as 2nd best sold RYO tobacco brand in the national market for 2004. Nearly 80,000 tobacco pouches were sampled and www.schwarzreport.de was visited by 112,776 unique visitors June-October 2004.