Within the first two weeks of the campaign’s launch, “rumors” began to spread from one residential community to the next about a possible prank mail. The postcards were shared and talked about in wider circles than anticipated. These words-of-mouth are truly contagious, but easier to measure is the number of calls generated by curious and/or intrigued potential customers: 3,537 calls within 2 weeks, out of 10,000 postcards mailed, equaling a response rate of 35.37%.