# Back Market: Hack Market

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

- Owner: Back Market; Marcel (agency)
- Kind: Campaign
- Sector: Technology
- Seed date: 2022-04-22
- Peak date: Week of Apr 22, 2022
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 43 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Transgression, Platform jump, Controversy, Newsjacking

## Summary

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.

## Timeline

- 2022-04-22 — Back Market / Marcel (Retail) — Back Market sent refurbished-tech messages by AirDrop to Apple Store display devices on Earth Day.
- 2022-04-22 — Adweek (Press) — Adweek covered the stunt and led with the environmental benefits of refurbished electronics.
- 2022-04-22 — iGeneration (Press) — iGeneration reported that Back Market claimed 4,000 AirDrops across Paris, London and Berlin.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/back-market-hack-market

Cite as: How It Spread (2026). “Back Market: Hack Market.” Case HIS-00035. Spread Score v1.2: 43/100. Updated 2026-10-12. https://howitspread.com/id/HIS-00035