We developed a machine called The Anthon Berg Generous Upgrader and placed it at various airport terminals. Before boarding flights, passengers could scan their boarding passes at the Generous Upgrader, and using specially developed software that cross-references the information on their boarding pass with information from Seatguru (owned by Tripadvisor). We could then tell passengers about the quality of their seat and upgrade them accordingly with chocolate. The worse the seat, the bigger the upgrade.

In total, more than 40.000 people interacted with the Anthon Berg promotion in Copenhagen, Oslo and Stockholm airport, which exceeded estimates by 20%. In Copenhagen alone, it was exposed to more than 700.000 people. And despite spending zero dollars on PR, the activation garnered media attention around the world.