We took busy points in the city to place billboards in the shape of Pokemons with different messages written on them.

YOU ARE NOT KIDS ANYMORE - #GoGetLaid

THERE ARE PEOPLE PLAYING SOMETHING MUCH MORE EXCITING RIGHT NOW - #GoGetLaid

IT IS TIME TO EMPTY YOUR POKEBALLS #GoGetLaid

We bought lures from the application and placed them where our boards were. Pokemons came with the lures and behind them, came people to catch them; and there they found our simple but powerful message.

By placing our lures in very busy areas of the city we gathered a huge amount of players who ran into our message unexpectedly.

Driven by surprise, all of them took pictures of the “fake Pokemons” they found and made fun of themselves posting the pictures with the hashtag we provided: #GoGetLaid.

Peopled loved the hashtag mocking the new trending app and started reposting.

That’s how we managed to turn the feeds of thousands of users into our own unpaid amplification media to reach even more people and let them know what Tulipan thought about grownups playing a kid’s game.

Eventually the hashtag became TT in Argentina and even celebrities started posting and reposting pictures of our fake Pokemons and our hashtag. With no paid media at all we managed to reach more than 3 million Twitter and Instagram accounts. Media outlets and influencers reposted the picture also, helping to spread our message.