We could’ve just stopped at a simple Facebook posts roughly saying “Are you guys also waiting for the new iPhone 6s?”. Instead, we exploited the fact that the new iPhones are always available in Poland weeks after the American retail launch. So during the time when Polish consumers and telecomm brands were waiting for the new iPhone to be officially available in Poland, we seized the opportunity. We went to the US as soon as the iPhone was available in stores, bought it and brought it back to Poland. And then we held a short hit-and-run style activation based on Messenger and have it away to one of Virgin Mobile Poland’s fans.

The competition to give the new iPhone away was based on popular applications: Facebook, Messenger and Dubsmash. The contest itself was held in Messenger, Dubsmash was required to take part in the activation and the whole contest was teased and announced on Facebook in a series of posts.

With a budget of one iPhone 6s:

- Virgin Mobile organically reached more than 65 000 unique users,

- more than 3000 users interacted with the brand,

- there was twice as much on Virgin Mobile’s fanpage than with any other telecommunication brand, despite having a much smaller budget,

- the iPhone HiJack was Virgin Mobile’s Poland most engaging activation.