Mobile Marketer's 2011 Best Mobile Campaign of the Year

Today, a press release was issued announcing the 2011 Best Mobile Campaign of the Year by the online news site Mobile Marketer. As you read about the customized QR Code-based campaign, my question to Mobile Marketer is, what was the overall product sales generated by Hennessy, as a result of this campaign, and was product sales a criteria by which campaigns overall were judged? Sure it's great that 1.3 million code scans took place over the course of the campaign, but how did this translate into actual product sales?

Just asking.

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