With minimal use of external communication means over 23.000 people joined or online queue and over 7000 booklets were ordered. These 23000 people played over 300.000 battles. This lead to over 16.000 new fans, and with over 2.000.000 visitors for our campaign site we started our sales event with a huge head start. We moved the traditional queue in front of our stores to the web, without losing it’s craziness. Because, who stills shops in-store?