To promote Cellcom’s First Love branded content project of 150 Israeli teenagers’ love stories, McCann Erickson, Tel Aviv, commandeers the URL address bar on participating websites. Visitors to these sites could view short love letters right inside the browser’s address bar which in turn led them to the First Love website simply by pressing enter. From a tech POV, this is kinda cool. From a marketing POV, it effectively raised Cellcom above the banner ad din and yielded a 1.86% Click Through Rate (CTR), 37 times higher than the average CTR in Israel. My only real issue is this “refreshing” of the URL clogs up the browser’s history rendering the back button useless.