Scratch & win lottery cards are already sold on the street in Turkey, it is the most popular, instant and easiest way to get rich. We adapted this craze for the internet. Any Turkish teenager would understand “scratch & win banners” immediately; still we made a TV spot to announce the game and explain how it worked. The “scratch & win” idea was developed because of its simplicity and speed. Scratching provided players with letters or surprise prizes, then they were directed to Yedigun’s website.On the site they could see which gift they could get for free with the letters they had collected. Meanwhile, Yedigun’s thematic TV campaign “virtual me” was on air. The TV spot had the www.yedigündeyim.com address. The cartoon characters of this thematic spot were used all over Yedigun’s website, in e-cards, games and avatars. Thus Yedigun’s website was already familiar to our guests.

During summer 70,593 active members, more than 35,000 virtual trees, Yedigun reforested a wasteland, for the name of members. Average chat message per person per day 25 at forest. Total cost less than 2 weeks TV campaign. This summer Yedigun forest will be bigger, with tree houses.