A campaign that encourages you to drop your phone onto a variety of objects doesn't sound like a very smart idea, but it's exactly the kind of thing that people will try out, as the Lambi Soft Drop campaign proved.
Lambi's toilet paper is branded as being "Soft as a lamb" and wanted to show how the softness of its toilet paper compares to everything else. So, a unique mobile app was built. After finding a soft object and dropping your phone on it, the phone's sensors are then used to make an analysis on how soft the object is as compared to a snuggly lamb. By participating, a photo is added to the gallery, which becomes a crazy collage of all the surfaces people willingly drop their phones on.