MTV Cribs - Celebrity Lost Keys

To promote the launch of the Polish version of MTV Cribs, Change Communications developed this interactive guerrilla marketing campaign. Four thousand sets of keys attached to promotional keychains were scattered around the streets of two major Polish cities.

When passersby find the keys and call back on the number provided, they discover that the keys belongs to a celebrity, who invites them to stop by for a reward. The promotion was wildly successful, with almost 5,000 people calling back...far more than the number of keys planted for the campaign.