1. During the two weeks prior to the release of the film, a Facebook application called the “Benefitometer” was launched. This application analysed the information and activity of the users’ Facebook profiles and compared them with those of their friends to discover who had the highest probabilities of “benefits”.

Once the application displayed the ranking of potential friends with benefits, you could send a Friendship with Benefits Request and wait for their answer. Users who had partners and wanted to avoid trouble had the option of nominating two of their friends as “Friends with benefits.”2. To activate the application, we conducted a guerilla action on a major street in Madrid: one morning the mannequins in several fashion retailers’ store windows woke up half naked and hugging, kissing and touching each other or in different sexual attitudes.

1. More than 55,000 people installed the application.2. How did the communication achieve the goals and influence business outcomes?

The action went viral on social networks and many young people became interested in the film and watched the trailer. This had a direct influence in leading more people to watch the film.

3. Include commercial results such as sales and profit as well as change in consumer awareness and attitudes. The film became No 1 in Spain over the weekend of its release and after seven months is still being shown in theatres.