An activation request from a user device that includes a promotion identifier of a promotion campaign is received at a server, in which the promotion identifier is encapsulated by a machine-readable code that further includes a network address of the server. The activation request is routed from the user device to the server via the network address. A determination of whether an embedded Subscriber Identity Module (eSIM) profile associated with the promotion campaign is available for download to the user device is made. When the eSIM profile is available, the eSIM profile is sent to the user device such that the user device is able to use the eSIM profile to access telecommunication services of a Mobile Network Operator (MNO) according to one or more terms of the promotion campaign. When the eSIM profile is unavailable, an indication that the promotion identifier is invalid is sent to the user device.