The Promotion:In the middle of a cinema, shortly before the main feature. A pregnant woman in the audience gets contractions. She gets up, shouting in pain, and leaves the theatre with her husband.The Cinema Ad:While the audience is still discussing this event, the following cinema ad is screened:Chart and Announcer: "Now on stern.de"The chart is followed by a screenshot of the stern.de website with a photo showing the woman and her husband in the foyer of the cinema with newly-born twins in their arms.Announcer: "Twins born at cinema in Hamburg."Chart and Announcer: "News has never been this fast. stern.de"

As the promotion was unseen and surprising, word of mouth generated a significant spread. Hits on stern.de increased significantly after the promotion.