From reality to social media and back. The challenge was difficult: how could we get people talking about the opening of a new bar in Milan? To overcome it Social Content Factory created an initiative that spread throughout Italy and beyond: to couples going to the bar to enjoy an aperitif we suggested they paid for the first drink with a kiss then secretly recorded their reactions. The result was extraordinarily original and spontaneous. The campaign got an incredibly positive reception from the web, both from publishers who picked up the film and published it on their homepages (Repubblica.it, Corriere.it, Vanityfair.it and many more), as well as from users who shared the video more than 40,000 times in just the first two weeks. The icing on the cake of the success of the initiative was the fact that the video was the subject of a question on the television show "L'eredità", shown every evening on Rai Uno.