Turkcell was launching a new smartphone with an internet access and wanted to spread the message among young internet users. Thus they decided to lean on heavy internet users by creating an online participating game. A box with the latest smartphone has been covered with post-its. Via Twitter, you were able to unpack the box by tweeting the messages on the post-its with the hashtag #turkcelltweet (and follow it with a live video), the latest person with the latest message winning the smartphone. Thus, with the snowball effect, the game reached approximately 3.6 million people letting them know that Turkcell was now offering a good internet access with their smartphones.