The Beef Equity promotion was developed to engage consumers and teach them about our hamburgers. In particular we explain why our hamburgers are better than our competitors.� We created interactive games and videos that walked consumers through each of the four pillars that sets Wendy�s apart from the rest (Fresh Never Frozen Beef, 100% Pure Beef, North American Beef and Made to Order ).� We were able to draw consumers to the application by rewarding them with a promotional prize of a vintage style T-shirt upon completion of all the pillars. In total, Wendy�s gave away 100,000 vintage style T-shirts to Fans that went through the entire application. The first 50,000 were given out within 2 hours and 47 minutes beating all expectation and we saw similar results two weeks later with the second 50,000 T-shirts.