'Sneak' rolls booth promo

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[London] Sneak, a year-old U.K. teen celebrity gossip magazine with a circulation of 100,000, has installed bright pink phone booths in shopping malls around the country. Shoppers who venture into the booths and lift the receiver are rewarded with snippets from the latest issue of the magazine, although they must first divulge some gossip of their own. Participants are also filmed by a bank of hidden cameras and their voices are recorded. The footage will be used in a month-long series of TV and radio ads. Mother, London, devised the campaign for the Emap Performance magazine.
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