Swisscom, the major provider of telecommunications in Switzerland created a novel and impactful consumer promotion in order to promote one of the main product benefits of the new Samsung Galaxy S4 phone. The new S4 phone has an inbuilt Smart Pause function which means that it knows when someone is looking at it. Taking this feature, Swisscom developed a promotional game which invited commuters in Zürich’s main train station to use their eyes to win a Samsung Galaxy S4 of their own. Participants in the game were asked to try and keep their eyes on the S4 phone shown on-screen for a 60 minute period, the longer a participant stared at the screen, the bigger the discount was. However, the game stopped as soon as the participant takes / loses eye contact with the screen. An S4 was handed out for free to anybody who managed to stay watching the S4 phone on-screen for 60 minutes.