Throw a ball to an Italian, and see what happens.
The roads of Milan’s shopping district are packed. The city is cold and grey. 5000 pink balls were thrown at the football loving Italian Christmas shoppers. Gazzetta dello Sport made the people of C.so Vittorio Emanuele play, and gave them a 20% discount for their christmas shopping at the nearby Gazzetta Store.
The discount, was printed on each ball.
Result: a 30% increase in daily sales. The event made the Italian news headlines.