Since 2022, we have managed one of the most important consumer promotions for Coca-Cola Italy, dedicated to "pizza lovers": a promotional activity aimed at stimulating product matching and encouraging repurchase. We constructed a loyalty mechanism based on a rush & win with a simple prize, but with high perceived value for brand lovers, accompanied by other instant win and final draw prizes. This dynamic ensured better cost control, but also very high engagement: the success of this activity led to an increase in the number of prizes year after year, from 25.000 in 2022 to 40.000 in 2025.