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Library/Campaign/Back Market: Hack Market
Grade B17 sourcesHIS-00035

Back Market: Hack Market

Campaign · 2022 · Notable

43Editable slideCertificate

Back Market’s Apple Store AirDrop stunt claimed 100 million first-week impressions.

Original · Back Market / Marcel
Back Market - Hack Market (ENG)
Marcel on YouTube
Back Market | Hack Market
The One Club for Creativity
Introducing Hack Market | Back Market
Back Market
This French Startup Hacked 3 Major European Apple Stores
Adweek
Interview - Backmarket | eatbigfish
eatbigfish (interview with Back Market co-founder)
Back Market fait sa pub par AirDrop en Apple Store
iGeneration
Apple Store Customers Targeted With Creative AirDropped Ad Campaign to Promote 'Cheaper and Greener' Refurbished Devices
MacRumors
„AirDrop-Hack“: Virale Werbung für gebrauchte iPhones
iphone-ticker.de
Gebrauchtwarenhändler nervt Apple-Kunden mit Werbung über AirDrop
heise online
Cannes Lions 2022 : Brand Experience & Activation - des prix français
CB News
Cannes Lions #70 : Creative Effectiveness, un Silver pour Marcel
CB News

Spread Score

How it works
Reach35Contagion35Breadth20Velocity100LongevityNo data yet43

Numbers

First-week campaign impressions claimed; paid/earned split unknown
100M
As of Jun 21, 2023 · Self-reported · WARC / Cannes Lions (submitted campaign case study)
Peak date
Week of Apr 22, 2022
Apr 22 ’22 to Week of Apr 22, 2022
Platforms
4
Started on Retail
Origin
Mixed
Technology

Mechanics

  • Real-world spectacle
  • TransgressionPrimary
  • Platform jump
  • Controversy
  • Newsjacking

How it spread

Trace the origin

Back Market and Marcel placed AirDrop ads on Apple Store devices on Earth Day. Tech coverage carried the film to Reddit and forum readers. Paid media and planned influencer videos also supported the campaign. The submitted case claimed reach and sales lifts.

Dates use the stated precision; chart positions are date anchors.

Apr ’22MayJulSepNovMar ’23JunSepFeb ’24JunOctRetailPressRedditOpen web
RetailPressRedditOpen web

13 more events on this chart

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Timeline (16)

  1. April 2022

    Back Market / Marcel seed · Apr 22 ’22

    Back Market sent refurbished-tech messages by AirDrop to Apple Store display devices on Earth Day.[1][2][3][4]

    Introducing Hack Market | Back Market
    Open the first post ↗

  2. Adweek press · Apr 22 ’22

    Adweek covered the stunt and led with the environmental benefits of refurbished electronics.[2]

    This French Startup Hacked 3 Major European Apple Stores

  3. iGeneration press · Apr 22 ’22

    iGeneration reported that Back Market claimed 4,000 AirDrops across Paris, London and Berlin.[3]

    Back Market fait sa pub par AirDrop en Apple Store
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 17 sources · Score 43
Origin
Mixed
Sector
Technology
Region
Global
First-week campaign impressions claimed; paid/earned split unknown
100M
As of Jun 21, 2023 · Self-reported · WARC / Cannes Lions (submitted campaign case study)
Evidence
Grade B

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Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"

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New cases, every week

How the next thing spread, the week it does.

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Apr ’22MayJulSepNovMar ’23JunSepFeb ’24JunOctRetailPressRedditOpen web
RetailPressRedditOpen web

13 more events on this chart

Join free to see them

  1. April 2022

    Back Market / Marcel seed · Apr 22 ’22

    Back Market sent refurbished-tech messages by AirDrop to Apple Store display devices on Earth Day.[1][2][3][4]

    Introducing Hack Market | Back Market
    Open the first post ↗

  2. Adweek press · Apr 22 ’22

    Adweek covered the stunt and led with the environmental benefits of refurbished electronics.[2]

    This French Startup Hacked 3 Major European Apple Stores

  3. iGeneration press · Apr 22 ’22

    iGeneration reported that Back Market claimed 4,000 AirDrops across Paris, London and Berlin.[3]

    Back Market fait sa pub par AirDrop en Apple Store

  1. peak · Week of Apr 22, 2022

  2. press · Apr 25 ’22

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Why it worked

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