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The 1999 Coke Card promotion was called IYDKYDG - "If you don't know, you don't go". Targeted to teens, we created a promotional site that gave users a way to get a Coke Card, learn how to use the card, and gain access to a database of deals in their area - at first glance. However, for those that were "in the know", hidden monikers revealed games, e-cards and an entrance into the IYDKYDG underground (a secret place only accessed by those who had a card) where they could virtually socialize through multi-player games (one of the first multi-player shockwave games developed for a brand), create customizable, musical, animating e-cards, and more. The promotion spanned eight months, and the site received 5,000 card requests a day and two million hits per week.