As you can see, the ad appeared in print with white squares over the girl's 'naughty bits'. The aesthetics of the ad make it eye-catching enough to engage the reader to search for why it appears the way it does.
Upon searching the reader finds copy pointing the reader to text AXE to 2345 after 9 pm. After doing so the reader recieves a bounceback with an image to be placed over the existing ad. This completes the experience.
It is a really simple but smart way to intrigue the reader and create an experience memorable enough to share.