Thousands of keys. One shared car.

The actual move

Buyers received keys to the same mystery car. Finding it let a keyholder drive it; another keyholder could take over.

Why it makes the cut

Ownership becomes a game with no permanent winner. The purchase creates the plot instead of merely funding an advertisement.

What separates it from ordinary marketing

The tension is between access and possession. A normal giveaway ends when somebody wins; this one restarts whenever another keyholder finds the car. That rule makes other customers part of the product.