To rapidly increase awareness, we took our team to the streets,
to interact with our target market face-to-face (or machine)
and then turn that real life experience back into a social one.

We placed a vending machine (The Smoke Eater) on the streets of Vancouver
that shouted at passersby and called for them to “Feed me your cigarettes.”
Whenever a cigarette was put into the payment slot, lights and alarms were activated,
and unexpected prizes were won.

Behind the scenes, a camera crew filmed the reactions. Teasers were posted on
Facebook & Twitter to pique the audience’s interest.
When we released the video online, it exploded—driving thousands
of otherwise uninterested viewers to check out My Smokefree Lifestyle.

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