We first invited bloggers and web journalists to explain our idea: The last one wins, the first races online that rewards the last one to finish. People bet online and get 10% and 20% off on longer lasting pleasure accessories.

We then gave people 3 rendez-vous to follow 3 different races.People could discover 18 competitors and bet on their favourites. By betting, they automatically got 10% discount on longer lasting pleasure accessories. And the winners got 20% off.

- Prospects from 89 countries attracted.- Reward mechanic increase by 7% online sales.- Each subscriber reached at least 3 times with a message from the brand.

- 14,000,000 impressions.- 1,732 blogs involved.