“All-new game” was the catch-phrase of the 2010 online promotion. The website was completely overhauled as it was designed in HTML vs. the Flash-based game that was used in previous years. The game changed from a two-pronged mechanic of collect & win and instant win, to just an instant win mechanic. The change in mechanic allowed us to meet our objectives of streamlining gameplay and make winning more instantaneous. The online promotion component supported the main in-store game with a web and mobile site, email blasts and Facebook integration.