This was a really clever and very funny interactive ad campaign by Qualcomm. The idea behind this ad campaign was to highlight how much better everyday life is with smartphone mobiles (the majority of which are powered by their chipsets). They put up a poster in a bus stop which featured a URL address, they then waited for people to visit the site and once the person had interacted with the sight (i.e. pressed the button), sent them a little surprise.
This ad campaign uses one of the creativity templates presented by Goldenberg, Mazursky and Solomon (1999); in this instance the interactive experiment template. This very innovative and hilarious ad campaign allowed these customers to experience the full advantages of the mobiles powered by Qualcomm’s chipsets. Additionally it is an incredibly memorable advertisement not only for the people who experienced it, but also for those who later watch it.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.