Mobile coupons and traditional marketing

From Finland a smart idea that integrates traditional and mobile marketing: you buy Flora Margarine (Unilever brand), you collect ten packages, you mail them to a “snail mail” address. Then you receive a 100 euros mobile gift certificate to Finnmatkat, a Finnish travel agency (well, you can also decide to get a mail certificate). The agency behind this is Lowe Forever, while the technology is provided by FlyerOne.
[News via the mobile experience]