We combined an attractive prize with a novel mechanic based on the behavior of this audience. Among teenagers from Uruguay it is an aspirational to make a trip with friends to Bariloche, one of the main tourist cities of Argentina, characterized by snow and night life. That was the prize chosen.

Teens spend an average of 9 hours with their cell phone. That means they spend long time scrolling. So we decided that to win the prize they should scroll along with their friends the same exact distance between their location and Bariloche.

More than 1800 kilometers one scroll (6 or 7 inches) at a time.

We intervened all Merienda packs with a code. We created a mobile game in which teenagers could participate together with their group of friends registering with those codes. Once the group was created, everyone had to scroll the Merienda bus to Bariloche. We communicate the game in our social networks. Among all the groups that managed to scroll over 1800 kilometers the prize was given.

440337 kilometers scrolled.

More than 28 minutes average user interaction.

20% increase in sales.