Foxes and Planes

How Big Bad Bagels grows their brand presence with gentle nudges.


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In Riga, Latvia there’s a bagel shop and cafe called Big Bad Bagels. Walking in you see their menu on the wall and in the Lower corner you have their wifi and password.

Wifi > Big Bad Bagels
Password > likeusonfacebook

It’s subtle and brilliant. An instance of the principle of gift giving.

Customers who need the wifi, get it for free. And in exchange they are subtly reminded that there’s something they can do to “thank” the brand for the gift.

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