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Inclusion of Independent Digital was based on the user’s daily interaction with this site. We focused on everyday internet activities such as;  

 - Email
 - News
 - Entertainment
 - Cinema listings
 - Sport
 - Social Networking
 - Online purchases

Online was central to the overall campaign. Participation was via online registration. Independent Digital gave us the ability to target and build awareness of the promotion while online, driving consumers to register online.
We also built and maintained awareness of the promotion by providing detail in a relevant environment, ie online shopping.