How to grab international headlines with a horse backpack, a toy megaphone, and a box of diapers.

When Amazon announced their plan to create a new five billion dollar headquarters in a city other than Seattle, every metropolitan area in the country wanted in. Without the massive promotional budgets of some of their coastal competitors, Kansas City needed to find a smart way to stand out that could bring talk value to their proposal.

We grabbed headlines and Amazon's attention by hacking one of the things they value the most – their product review system. All we needed to do it was a charismatic mayor, an Amazon order for over 1,000 items (all donated to charity), and many, many reviews written over a single weekend.

After it was all said and done, we'd collected over 1,600 media stories worldwide, 150 million earned impressions, two Cannes Lions, a One Show shortlist, and over two million dollars in earned media value.