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My thesis project at CCA was a guerilla marketing campaign of a phone number. I wanted to experiment with measuring the response of a campaign that had no marketing message. I posted a phone number that went directly to a generic voicemail in every medium I could think of. Thirty-foot long posters were wheat-pasted all over the Bay Area. I stamped money, screen-printed t-shirts and stickers and even placed ads in newspapers. There were over 700 phone calls in the first six weeks alone.