However, bottle-collectors are hard to reach through mass media or direct marketing. That is why BISS decided to turn the very thing into a medium that occupies bottle-collectors the most: deposit bottles.

In co-operation with breweries, local celebrities and the readers, BISS placed around 30,000 bottles with job-ads all over Munich. Local as well as national celebrities were in on it. Among them politicians, actors and pop musicians. Well-covered by the media, they helped stick the job-ads on the bottles and thus generated attention for the promotion.

The idea made an impact: 15% of the bottles returned to BISS involved the bottle-collectors in job interviews. Moreover, many bottle-collectors didn’t bring the bottles back to BISS but called days later to see if there were still job openings. Up till now, 25% of the staff were recruited through this promotion. Moreover, ever since the promotion, every edition was sold out. And for the first time in the history of BISS, the magazine had to reprint. Since then, the magazine has been printing a larger number of copies every month.