To create awareness of its new smartphones with mobile internet, Turkcell targeted Twitter users with a competition based on post-it notes. It packed phones in gift boxes, covered them with post-its, and players had to tweet what was written on the post-its to unwrap the boxes, using the hashtag #turkcell. Along the way they could take part in games, winning minutes and mobile data. The final challenge was to get a celebrity to retweet the message - winning the successful Twitter user a phone. The contest garnered 56,000 tweets altogether.