“the Village-Phone promotion”
When the ring of the village square telephone drowns out the sound of the cow-bells, it might very well be a promotion stunt by means of an idea that does. A ruling introduced by Gareth Kay, by which it no longer matters what the promoter does but all depends on what the people do with it.
Drop everything and bolt to answer the telephone.
@Graubunden Adweek David Gianatasio Gareth Kay idea that does Jung von Matt/Limmat Switzerland Village-Phone promotion