In January 2016 we launched a competition that would turn a EuroMillions winner’s dream experience into a reality; taking a selfie with your grandma and making a dedication to her on a giant poster on one of Madrid’s most emblematic streets. The reaction on the internet was instantaneous, creating a movement on the SN that brought two generations together and which became a tribute to grandmothers everywhere. Finally, on the 24th February we discovered the giant selfie that managed to capture the hearts of an entire city.

We hung a giant poster on a building at number 44 of Madrid’s Gran Via. Here, we invited people to send us their selfie and take part in the contest where they’d be able to see their photo displayed at this emblematic location for 2 weeks.

The photos could be sent via Twitter and Instagram.

8 influencers helped us to promote and disseminate this initiative and later chose the 20 finalists that would ultimately take part in the draw.

Trending Topic on launch day

5,468 candidates vying to star on the giant poster

184,000 visits to the site

52.8 million people impact