One phone number and QR code was printed on the packaging of Golden Penny products. A landing page was also created with a form to collect participants' data. When a consumers dials the phone number, they get a voice prompt welcoming them to the Flour mills campaign, after which they receive an SMS with the landing page weblink. If a consumer scans the QR code, it takes them directly to the landing page. After entering their information to participate, consumers receive points and are collated on a leader board. Rewards are then distributed based at random to participants and based on their position on the leaderboard. Points can also be gained by sharing on social media.