A guerrilla style event was staged at three of Finlands largest summer festivals in three major cities during the summer of 2011. The event consisted of a "staring professional" (a famous finnish stand-up comedian), a referee and a small documentary crew, who organized a pop-up staring competition for the festival goers. The AV-material was posted online in social media and the campaign site immediately after each event.

+72% website visits+52.4% time spent at website+54,000 customers in stores during the 2-week campaign