TELE2 promoted their new mobile phone plan, “Meteorite”, in Latvia with a bogus story about a meteorite landing. In October 2009 nine men spent one and a half days digging a crater on a farm near Mazsalaca before placing a burning meteorite at the bottom. The story of its landing was seeded on YouTube and Twitter, raising levels of awareness for the Tele2 promotion once the secret was released on news channels. The campaign, launched byInspired Communications, won Gold for best use of guerilla marketing at the Golden Hammer awards this week.
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