A new variant has been added to the market called “White Now Men.” Sticking with the theme that a man’s beautiful smile can open any door. Turkish League is on a paid channel, many fans were unable to watch their teams matches live. During match day, search traffic for males looking for links to find unencrypted channels to watch football increases dramatically. We used this trend in real time to execute on this golden opportunity to speak our campaign.

We created a digital platform with the smile detection technology Kasimpasa-Galatasaray match was on the 21st of March, 5000 free pass codes were produced to unlock the match on official online platform. Search ads targeting keywords like "Justin Tv" were directed to our platform. To win the code, users just need to smile. Users could acquire the code in three simple steps. They asked to smile into their webcams. Utilizing “Smile Detection” technology, photos were taken if only they smile. Then users were asked to share these photos on Twitter with the hashtag #1gülüsünebakar.

The campaign and searches have been tracked via our agencies' Loop Room where all agency and brand teams and media representatives - Twitter and Google in this case - get together to manage and real time optimization. With this vision we were be able to manage the campaign in a real time adaptive way.

5.000 Signal branded smiles were shared under campaign hash tag. The project site was visited by 24,000 unique users in four hours. 3 times more visitors than actual stadium. 5.000 of our code winners were able to watch the match for free. We generated 70M earned impression on Twitter with only a limited search budget there were no other paid media.