Aim: Keep kids busy on the backseat of cars and get them to persuade their parents to stop at the next Engen convenience store during the holidays.
Various different keywords appeared on forecourt posters throughout the summer holidays all along the holiday route, thereby encouraging people to stop at the next convenience store to find more keywords.
The only mention of what to do with the keywords was on Mxit, the mobile chat service.
No mention was made on the posters. This was to help spread the viral element in that the kids knew what the keywords meant, but the parents didn’t.
Chat room Moderators spoke to kids to encourage exploring for more keywords and motivate downloads. Secret keywords were also given out at certain times.