Tiense Suiker (Sugar of Tienen) is building an online community regarding ‘sweet family moments’ and sugar products. To do so they need to interact with their consumers and therefore know them better. In this traffic generating online campaign, surfers were invited to send an SMS to win tickets for the Disney On Ice show, leaving their name and hometown in the Tiense Suiker database. Every 15 minutes tickets could be won. There was a live countdown in the creations, showing the number of tickets remaining and the hour of the next draw of a winner.