Delivered to key Burger King influencers Peter Parker’s lost wallet. The wallet arrived in a nondescript package with nothing to indicate its origination. Recipients were left to figure out whose wallet it was, and while they searched its contents they discovered the party invite. The wallet included a page ripped from Parker’s day-planner that denoted a photography assignment from the Daily Bugle.

Several weeks of buzz leading up to the event. 100% attendance at the party. Dozens of requests for additional wallets by people who either received or saw them.