When it comes to online shares, people only see the clicks and numbers, but never the actual people and experience.

To remind people of the original meaning of “sharing“, we decided to show what online shares mean in real life in an surprising way.

So we looked up the most shared food post in Hungary, and shared it as many times physically as it was shared online.

We found out that Monika Barna Pap’s coconut cake recipe was shared the most with 102,642 shares online in 2015.

So we baked 102,642 pieces of the same cake from the exact same recipe with Monika, and shared them with 102,642 people on the streets of Budapest in a guerilla marketing way.

For the first time, 102,642 people could experience sharing together, next to each other, and not through a digital screen.

First we found Monica who invented the 102,642 shared food post in Hungary. Then we invited her to become the chef ambassador to bake the 102,642 cakes together.

The “Share you can eat” event took place on 25th November 2015 in Budapest, where we handed out 102,642 cakes in guerilla style.

We aslo invited many special guests, who previously “shared” Monika’s cake on social media, but never tasted it before themselves.

As for the advertising of the event we deliberately held the scope minimal as we wanted to use the surprising effect of the happening.

One after the other, we set up our sudden “sharing” site at university campuses and central downtown places as a surprise. All 102,642 cakes were gone in an instant, ate on the spot and shared with others, promoting the brand message of Hungarian Telekom, “Life is for sharing.”

Hungary’s national television news, talk shows and many other online and offline media reported the “Share you can eat” event, resulting in a reach of over 2.03 million people, surpassing the total population of Budapest.

Also during and after the campaign, Telekom dominated 71.3% of all social mentions in the sector, making it the most talked about telecommunication brand in Hungary.

This was a 32.1% growth compared to the average yearly mentions.

And Monika Barna Pap became the most famous cake celebrity in Hungary in 2015, with many fans baking the same cake all over the country.

We turned one online food post into a real-life experience, entertaining 102,642 people and expanded it into a nation-wide conversation about Telekom’s brand values, “Life is for sharing.”