Method and apparatus for conducting or facilitating a promotion

A mobile device operable to facilitate a game playable on the mobile device, the mobile device comprising:

• an input mechanism for receiving input from a user of the mobile device;
• a display screen for outputting results of the game;
• a processor;
• a memory, the memory storing a first software program for conducting the game on the mobile device, a locked outcome of the game and a decryption algorithm for unlocking locked outcomes of the game;
• the processor being operable with the first software program to:
• allow the user to play the game by providing inputs via the input mechanism;
• receive a signal comprising an unlock code;
• unlock the locked outcome of the game using the unlock code and executing the decryption algorithm, thereby determining an unlocked outcome;
• determine a result associated with the unlocked outcome, the result corresponding to an intra-game benefit;
• and
• provide the intra-game benefit to the user by incorporating the result into the game while it is being played on the mobile device by the user.