The execution starts with a bit of classic reverse psychology; we told people on FB not to press the button. They did.

We then took the floating heads from our launch commercial and put them in our 360 video to set up the idea that life is full of surprises.

When you tilted and panned to view the characters, each floating head was changed in a surprising way. This idea was supported by an Instagram mosaic and Facebook posts called “Stuffed Crust Thoughts”.

After instructing people to not click into the canvas ad unit, 647,957 bold individuals decided to click it anyways. Yet another success for the Reverse Psychology movement. When clicking into the canvas ad unit experience, over 460k people watched the 360 surprises video until the end. Even with a shoestring media budget, this surprise filled canvas ad unit managed to receive over 2,300 likes, 1,581 shares and 474 comments. A surprising end to a surprising campaign