Does an online idea need to begin online to become one? We knew our client, Daffy’s, wasn’t at the forefront of young consumers’ minds. But we knew where the consumers were, what they carried with them, and what would get them engaged. So we created an image that was so explicit it could never exist in traditional media. We cut it into 40 pieces and posted those pieces in subway stations with a cryptic call to action of #undergroundpuzzle. By using Twitter to unite contributions, our idea resonated with a select group.
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