World Cup tickets got so expensive that fans were being priced out of games in their own neighborhoods. So Total Wireless went guerrilla, turning telephone poles into unexpected ticket giveaways. We used our neighborhood's simplest medium: the tear-off poster. The same kind you see advertising missing cats, guitar lessons and apartments for rent. Except ours promised something considerably better: free World Cup tickets. We placed them near Total stores, on telephone poles and electrical boxes. All you had to do was tear off a tab and bring it into the store. That tiny decision could turn a little piece of paper into two tickets to a FIFA World Cup match. What started with posters in New York became a nationwide treasure hunt across four major cities, sending 60+ fans to the World Cup. In a World Cup where getting tickets felt nearly impossible, we just had to make them as easy as possible: just pieces of paper, taped to telephone poles, right in our customers’ neighborhoods.