What should have been a marketing action for a few followers of a Barcelona jewelry brand, ended in chaos and wallet theft in the heart of Barcelona. “We didn't think it would end this way. Not even in the wildest of our dreams did we think that we would bring together so many people,” says Nico Marco to La Vanguardia, one of the two partners of the company organizing the event.
Those responsible for Gold Dealers called on their followers through their social networks to give them a “detail for their loyalty” to the brand. The campaign consisted of distributing 100 gold-plated chains, of their own design, valued at more than ten thousand euros, among which were on Friday afternoon at a point in the Plaza Universitat de Barcelona. The organizers' forecast was for about 30-40 people, but when they arrived they saw that it had overflowed. Half a thousand people were waiting for them.
Despite the environment, “very different from our target,” Nico and his partner Marc Pi decided to try to carry out the action. They located themselves on one of the benches in the square to start, but they were not able to. “They surrounded us, pushed us and tried to steal the bag with the material inside.” The tension, as they explain to us, was growing, but Nico wanted to calm things down by explaining the dynamics of what they intended and how they were going to do it. “There were people there who all they wanted to do was rob us. Far from collaborating in the campaign,” says Nico. “It didn't take even five minutes and we decided to throw the bag with the chains into the air. It was a danger for us”, immediately - as seen in a video circulating on social networks - a riot formed with pushing and hitting to get hold of the precious loot. All the company's staff, which was located in Universitat, emerged “at a brisk pace” from that situation with the rest of the chains, which were previously distributed among four bags, basically to facilitate their transportation and avoid any unforeseen events.
The Urban Guard was personified in the face of such a situation created in the center of the city of Barcelona. From tumult it turned to chaos and occupied the entire road. People running in every direction, some with the chain prize in their hands. Others with bruises. Finally, the agents were able to dissuade the concentration in a few minutes and calm returned to the square, broken only by the road traffic in the area.
“We will not carry out any more actions like this,” say the organizers. Nico and his partner regret not having been able to “give away all the chains” and thank all the “good people who collaborated in a respectful manner” in the action among the “people who came to sow chaos and only wanted to rob us,” they comment to this half. Despite also apologizing to the Urban Police after this Friday's mobilization, they are awaiting a fine with an administrative sanction "for public disorder."
