A case study on the Lucky Break promotion.
Players signed up - right in the mall - using a simple Squirrelmail mobile registration. Over 800 people played every day, all month long.
People of every age showed up. Scores were posted to facebook and twitter instantly, where players could challenge their friends.
The Lucky Break promotion has since been used to launch 17 new stores in the U.S., as well as another 28 stores across Asia.