Only 15% of the population worldwide has the traveler gene DRD4-7R. It's a gene that makes you passionate for traveling, no matter what.

That’s why we decided to launch an extraordinary promotion, with an unexpected prize. The promotion consisted of carrying out a genetic test to all the participants and find out if they had the gene. The first ones that tested positive for the gene, won a prize that no one else would accept but them: a trip to an unknown destination (they would figure out the destination only a couple of minutes before taking off).

First, we launched a television commercial and a social network campaign informing people about the gene with a call to action of day and place where they could take the test to find out if they had it.

Then we made the event where they took the test in a mobile unit, located in a park in Mexico City.

Finally, we announced the winners in BestDay.com and a few days later, they went on the unknown trip.

-There were people waiting in line since 6 am; even though, the event began at 10 am.

-The total number of genetic tests was assigned way before starting.

-The video posted on YouTube had more than 175,000 views.

-The campaign was showed to more than 1,400,000 followers.

-People started to own the idea uploading content with the hashtag #GenViajero, going much beyond than just a promotion.