To make a buzz advertising campaign, simple but creative games can be very effective. Samsung Galaxy S4 recently challenged commuters in Zurich, Switzerland to a “stare down”. The game utilizes the S4’s “smart pause” function- the technology which detects whether someone is looking at it. The game is simple- anyone who can maintain eye contact with the screen for 60 minutes can win a free Galaxy S4. Of course, it is not easy to win a free phone when people joining were distracted by police dog, fighting couples, roaming motorbikes and other challenges.