Migros launched the MyWorld SMS package in December 2011 to build communication with customers and target housewives. MyWorld gives daily tips on various topics and informs users of promotions at Migros stores while also sending mobile coupons. The package was promoted through TV, newspapers, and store leaflets, and saw over 100,000 subscriptions in three months with 10% of welcome coupons redeemed, establishing an effective new channel for promotion.