In The Netherlands Cup-a-Soup is running a successful online challenge at www.cupasoup.nl. The game combines online and offline elements, with users able to collect extra credits by using the unique codes they find on the product packages. In five weeks the game has been played over 125,000 times by over 70,000 unique users. A smart viral idea is playing a role in this campaign success: by referring friends, users get extra credits and therefore gain more chances of winning prizes.
As Marketingfacts (in Dutch) reports, the campaign has mobilized in particular women between 35 to 55 years, an audience which isn't usually accustomed to online gaming.