Free, one of the main French telecommunications companies, opened its latest store in France. A very mundane fact to say the least, and one which, on paper, wouldn’t be of any interest to the general public. How can we reverse this trend?

A week before the opening, Free placed a promotional display in the window offering passers-by the chance to win an iPhone 11. To do so, they just had to send a text message revealing the address of the new store to make the phone in front of them ring. The problem is that Free didn’t give the number of the phone in question…

So in an attempt to win the prize, the passers-by themselves promoted the opening of the new store to other random people in France. Thousands of text messages were sent throughout France.