Building on the show’s twist-filled heist narrative, we released a series of cryptic videos showing a sly, masked, Spanish fellow inviting users to a secret landing page, that would only reveal instructions when going offline by turning off wi-fi or going into airplane mode.

Once there they would discover that the only way to submit an entry to the competition was through a fax, one of the last means of communications that could make it hard for authorities to track them.

Thousands of faxes arrived in first few hours, tens of thousands in the first week, and the activation revealed to be a success not only in its gimmicky side, but the capsule collection it was built to promote over performed on all channels, going sold out online and requiring immediate replenishment in offline channels.