To promote Beemster’s Grass cheese, LiveWall developed this Facebook campaign called “De Graskaart”.
Participants of the Graskaart campaign could participate in this online scratch-lottery. With three equal icons the participant won one of the typical old Dutch prices.
The simplicity of this action was immediately embraced by the target audience of Beemster. This also resulted in an unprecedented number of participants. In total, more than 62,000 grass cards were scratched open.