In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 Smartphone in Switzerland. The task was to create a buzz around the new device and leverage earned media to reach the masses.

To achieve this, we took advantage of one of the unique features of the S4: the eye-tracking technology - and invited our audience to a staring contest.

Special CLP posters fitted with S4s where placed in busy areas giving the Smartphone away to anyone who could stare at the device for 60 minutes. But players were challenged by a number of outrageous distractions. From police dogs and renegade motor cyclists to arguing couples and hotdog dealers on fire - a series of professional actors doing their utmost to create a scene and steal the attention away from the new S4. The CLP streamed live to web and users could communicate with players via the S4.

The first experiential event took place at the Zurich Main Station on 16th May 2013. At the beginning of the day Swisscom announced the action through their social channels and the action was announced by Switzerland’s biggest morning newspaper '20minutes'.

During the contest cameras inside the CLP streamed to a series of Live Banners on all the major Swiss websites – driving viewers to a special microsite. From the Microsite users could interact with players in the game by sending Tweets and Instagrams to the screen of the S4 - to show their support or to make things even more difficult.

Then the microsite announced further events in three more Swiss cities: Lausanne, Bern and Luzern.

A Video of the experience made it to the front page of Reddit and went viral in its first day on YouTube - bringing millions more eyes on the S4 from around the world.

• 4.1 million views, 20,040 likes and 139,577 of Youtube Video

• Featured on the Reddit.com front page

• ranked #3 on the Global Viral Video Chart 2013 (cw 23)

• ranked #1 on Mashable Global Ads Chart ( Unruly / 04.06.2013 )

• Swisscom’s Channel moves from #12 to #2 in Swiss Youtube ranking

• 1,5 million views of event live stream

• 151.000 microsite interactions

• over 12 Million Ad Impressions in Switzerland

• 1 in every 3 Swiss people reached

• S4 Staring Contest featured on: The Huffington Post, Gizmodo, Mashable, CNN Money, Forbes, Fortune, Business Insider, AOL TV News, RTL TV ( Germany, Austria, Switzerland ) , LiveLeak, Pocketlint, Droid Life, Mobile Review, Phandroid, What’s Trending? among others.

• Samsung Galaxy S4 reaches 'Bestseller' status in Swisscom Store.