Case Study - Web & Promo Mechanics

Last one wins.
Servers red-hot.

For the Warsaw agency Los Mejores, INFINI.TO built the websites of two consumer promotions for Felix (Intersnack): the “Jesz, jak chcesz!” contest (2010/11) and the “Ostatni wygrywa” lottery (2012). The website, the mechanics and the UX/UI were on our side.

A live draw every evening at 20:00 pulled in so many players that the servers ran red-hot, and we scaled them while the lottery was still running.

2
Promotions for Felix
2010–12
INFINI.TO × Los Mejores
20:00
Daily live draw
Who Did What

Their idea, our code.

This is what working with a partner agency looks like. Los Mejores leads the client and the creative; INFINI.TO turns the idea into a working website that takes entries from all over Poland.

Los Mejores
Idea, strategy, creative concept and key visuals. For “Jesz, jak chcesz!” also the tin design, production and international logistics; for “Ostatni wygrywa” the promotion mechanics plus legal and logistics handling.
INFINI.TO
The websites, the contest mechanics in code, UX/UI, the mobile version and an iOS and Android app.
Starcom
Media planning and buying.
Studio ZET
Radio spots for “Jesz, jak chcesz!”.
Two Promotions

One brand, two chapters.

01„Jesz, jak chcesz!”15.11.2010 – 16.01.2011Los Mejores case ↗
The “Jesz, jak chcesz!” contest on video.
Goal
Sell Felix nuts through the festive season. Felix shows that nuts go with many moments: at work, at a party, with a film, for two.
Edition
80,000 limited-edition tins in four designs: Office Box, Film Box, Party Box and Heart Box, all by Los Mejores.
Contest
Orzechowe Motto (the Nut Motto): buy any Felix product, go to jeszjakchcesz.pl and write a motto about your passion for nuts.
Prizes
1,001 prizes, including 40 Sony VAIO M netbooks and tins from the limited edition.
Media
Big web portals and social networks, plus radio: Eska, Eska Rock, Roxy FM, RMF Maxx and Złote Przeboje.
Our part
The contest website, the entry form, the contest rules written into code, and the UX/UI.
02„Ostatni wygrywa”Sep – Dec 2012Los Mejores case ↗
The ostatniwygrywa.pl lottery website
Market
Salty snacks in Poland were worth about PLN 300 million a year, and Lajkonik and Beskidzkie held more than half of the volume. Felix stood apart through music and the language of 19–24-year-olds.
Mechanics
One code from a pack of Felix sticks was enough to play. Every day at 20:00 a battle started on ostatniwygrywa.pl. The last one wins, and entries could still be sent while the draw was running. In Los Mejores' words, it was the only promotional lottery in which every draw could be watched live.
Prizes
153 prizes from the “music shelf”: an Epiphone Les Paul, a DJ turntable, iPhones, iPads, a drum kit, a smoke machine, a pink boombox, and a left-handed guitar for International Left-Handers Day.
Website
A live stream of each draw, a smartphone version, QR codes in shops that showed the prizes currently in play, and a “Kapele” (Bands) section with a player for young Polish bands.
App
A dedicated iOS and Android app, built by INFINI.TO. The user recorded a phrase, and the squirrel, the brand hero of the campaign, mimicked it back in a squeaky squirrel voice.
A video guide to taking part in the lottery. Video: Los Mejores.
The Hour That Mattered

Everyone arrives at 20:00.

Because the last entry won, players all came at the same hour and kept sending codes until the very end. At 20:00 the servers were on fire, so we scaled them on the fly, while the lottery was running.

00 06 12 18 20:00 24
A diagram of one lottery day. The shape, not a measurement.
20:00
Battle starts
20–21
Peak traffic
153
Prizes
1
Code to play

Our first Node.js project. We wrote the lottery mechanics in Node.js, a very young technology back then, still at version 0.x. Today it is one of the most popular technologies on the web, used by Netflix, PayPal and LinkedIn, among others. The 20:00 battle every evening was its trial by fire: under the flood of entries the server's memory clogged up, something even the creators of Node.js had not foreseen. After a short back-and-forth with them, we got a patch that freed up memory on the fly, without touching the game.

We are not saying Netflix runs on Felix salted sticks. But we are not not saying it. ;-)

Sources & Evidence

Where this comes from.

This case study draws on INFINI.TO's own project archive and on independently published sources:

01
Los Mejores, portfolio - Felix “Jesz, jak chcesz!”.
02
Los Mejores, portfolio - Felix sticks “Ostatni wygrywa”.
03
wirtualnemedia.pl, 3 September 2012 - the launch of “Ostatni wygrywa” and the partners behind it.
04
dlahandlu.pl - the “Jesz, jak chcesz!” contest supporting Felix nut sales.
05
INFINI.TO project archive - our work on “Jesz, jak chcesz!”.
06
Stack Overflow Developer Survey 2025 - Node.js as the most used web technology, at nearly 49% of respondents.
A promotion everyone
joins at the same hour?

This is what INFINI.TO does - websites and mechanics that hold up when the whole country shows up at once.