McDonald’s created three Christmas themed hamburgers. In Sweden, Christmas is traditionally about “julbord” (literally Christmas Table, with foods either loved or loathed). To promote our burgers, we created a Facebook-application called the Xmas Table Relay Race. A competition encouraging people to create their own Christmas Table. With friends and the chance to win a free meal. There was a twist: people could only invite one person to the table. The friend then invited the next person and so on. An interactive relay race, where the tables that filled their seats in the shortest amount of time won.