Orville Redenbacher’s Popcorn represents entertainment. It’s what we eat when we’re watching movies. Or TV. Or sports. Coupons, on the other hand, are incredibly boring. They always have been. Since the beginning of time, they all look exactly the same. And that’s why we didn’t just create a coupon. We created a shareable piece of entertaining content instead. It will make you laugh. It will save you a dollar on popcorn. It is the World’s Most Entertaining Coupon.

Ultimately, sales were the measuring stick by which the success of the promotion was judged, and we saw a 23% increase up from the same period in the previous year. But more importantly, during the 6-week run of the promotion, the coupon resulted in a 70% increase in new visits to the Orville site. And perhaps most impressive of all, more than half of those new visitors who came to see the World’s Most Entertaining Coupon actually printed it off.