it, comment on it, share it and 'like' it," says Kilmartin. The focus on digital engagement has also led to businesses coming up with new takes on the concept of giveaways. SupersonicAds delivers a service whereby consumers can gain free Facebook credits for watching the duration of online video ads. While digital giveaways might not be for everyone, using online channels to maximise the reach of a promotion is a must for all brands. Cement manufacturer Lafarge successfully exploited digital channels, including mobile and social media, when promoting its Big Boys Toys giveaway -- a B2B campaign offering builders and merchants the chance to win experiences such as bungee jumping or driving a tank. "The potential for using digital and mobile technology, including social media, in the context of promotions is really exciting," says Lafarge marketing manager Mike Lomax. "Normally you would associate this sort of thing with FMCG brands. For a B2B construction industry company, it is uncommon." The online channels used to promote the Big Boys Toys competition were e-mail, banner ads, social media, QR codes on ads, press releases and leaflets. "At the time I thought we might get one or two geeky types using the QR codes and that would be it," says Lomax. "We were amazed when we had 366 people accessing the promotion via a QR code." The e-mail campaign was equally successful, smashing industry benchmarks with a 35 per cent open rate and a click-through rate of 45 per cent. Lomax is now