When it comes to online shares, people only see the clicks and numbers, but never the actual people and experience.

To remind people of the original meaning of “sharing“, we decided to show what online shares mean in real life in an surprising way.

So we looked up the most shared food post in Hungary, and shared it as many times physically as it was shared online.

We found out that Monika Barna Pap’s coconut cake recipe was shared the most with 102,642 shares online in 2015.

So we baked 102,642 pieces of the same cake from the exact same recipe with Monika, and shared them with 102,642 people on the streets of Budapest in a guerrilla marketing way.

For the first time, 102,642 people could experience sharing together, next to each other, and beyond the digital screen like an Augmented Reality event.

First we found Monica who invented the 102,642 shared food post in Hungary. Then we invited her to become the chef ambassador to bake the 102,642 cakes together.

The “Share you can eat” event took place on 25th November 2015 in Budapest, where we handed out 102,642 cakes to passersby.

We aslo invited many special guests, who previously “shared” Monika’s cake on social media, but never tasted it before themselves. In a way they were the people who made this event come to life.

One after the other, we set up our sudden “sharing” site at university campuses and central downtown places as a surprise, only sharing the event right before on Hungarian Telekom’s digital media.

All 102,642 cakes were gone in an instant, ate on the spot and shared with others again through digital media, spreading the brand message of Hungarian Telekom, “Life is for sharing.”

Hungary’s national television news, talk shows and many other online and offline media reported the “Share you can eat” event, resulting in a reach of over 2.03 million people, surpassing the total population of Budapest.

During the campaign, Telekom’s share of social mentions in the telco sector grew from 54% to 71% / increased with 17%.

And Monika Barna Pap became the most famous cake celebrity in Hungary in 2015, with many fans baking the same cake all over the country.

We turned one online food post into a real-life experience, entertaining 102,642 people and expanded it into a nation-wide conversation about Telekom’s brand values, “Life is for sharing.”

The target audience was all Telekom subscribers and non-subscribers in Hungary.

But we especially wanted to reach the younger generation who live their every minute on social media and cannot live without pushing a share button.

So we picked places in Budapest where millennials tend to show up (universities, downtown) for the live brand experience.

We also circulated an online video and made a Facebook event to tease and inform them of the world’s first real “Share you can eat.”

The idea was also to explore the use of digital media in a new way. Not communicating directly through digital media but enhancing digital communication to a wider thinking and bringing the digital experience to real life.

Hungarian Telekom believes that sharing makes lives better because it brings people together. Their brand message is “Life is for sharing.”

But since they introduced this slogan in 2007, the word “sharing” became overused. People associate it with online shares when they hear it. “Sharing” is only a push of a social button for the younger generation.

Our brief was to develop an exciting idea using digital communication that can change the perception of their slogan, “Life is for sharing.”