The use of entertainment contents by brands is not common practice in Argentina, partly due to the new regulations imposed by the national government, but also by the low budget different brands work with at the time of funding their campaigns. That is why, in this case, we have found a chance to work with the brand. Our brand is a technology dealer, and day-by-day technology and entertainment are becoming more closely related, which makes this strategy even more relevant.

1. 1 morning, the iconic Delorean time machine appears crashed inside Garbarino’s flagship store.

2. An amateur video footage appeared online of Doc Emmet Brown crashing his Delorean time machine into a Garbarino storefront. 3. After a rampant speculation on the Internet, people from all over the country travelled to Buenos Aires to see the car in the store.

4. Doc Brown gave a press conference in which he apologised for any damage he might have caused, and volunteered to be the new face of Garbarino to compensate the company for his actions.5. Mass media campaign begins featuring the famous inventor as its spokesperson.

•Impacts in all mass media in the country.•Impacts on more than 1,000 worldwide online sites, including news portals such as The New York Times.•No.1 TT on Twitter for over 48 hrs.•Over 1,000 comments + 10,000 ‘likes’ on Facebook.•3m plays in YouTube in one week.•Most Viewed, Top Rated, Top Favourites on YouTube.