Fox, a TV channel presented to the public thanks to an exhibition that turned out to be a real experience called “FoxStore”. A store where fans could buy and find the most valued products from their favourite shows and with a very specific duration: one month.

To communicate its opening, the day before: a billboard. But it was a very special billboard, as we will find out; it was a pop-up billboard too. The morning of the opening, a group of climbers cut pieces of that canvas. These pieces were given to hostesses, who gave them in to the public together with a sticker with a map on it, showing how to get to the place. It was a one-day-action and in the end of the day the billboard had disappeared.For the first time on Earth, a billboard of these characteristics.

More than 3,000 out of the 38,000 visits FoxStore received, took place that evening making €6,000 in a few hours.

The ephemeral billboard as well as the FoxStore had an impact on the main national media. They made more than 44,800 useful results in Google, 250 alerts in RSS in 3 days. And, besides this, more than 300 useful links in different blogging around the world.The ephemeral billboard generated more than 50,000 visits to the site in a single day, which meant a 75% raise compared to the rest of the days the URL was online.