Turkcell was launching new smart phones bundled with mobile internet and wanted to create awareness among the heavy internet users. They created a first of it’s kind live competition that took place in the home ground of the Turkish heavy user: Twitter. The competition had the smart phones at it’s core.
They first made a gift box and put the smart phones in. Then they covered the box with post-its. Using a live video feed, they asked the twitter crowd to unpack the box by tweeting what was written on the post-its using the hashtag #turkcelltweet.