Abstract: A method for managing a promotional campaign in an electronic commerce system is provided. The method comprises, at an electronic commerce server receiving a virtual coupon use request including a multiple-user virtual coupon code from the user of the client program executed on a client device, detecting a distinguishing identifier associated with the virtual coupon use request from the user of the client program, determining eligibility criteria and at least one virtual coupon benefit corresponding to the virtual coupon code. The method further comprises at the electronic commerce server determining if the user of the client program from which the virtual coupon code was received is eligible to receive the virtual coupon benefit based on the distinguishing identifier and the eligibility criteria and if the user of the client program is eligible, providing the virtual coupon benefit to the user of the client program.