Noble People found it pays to speak coders' language. The 35-person shop came up with an ingenious way to connect with software developers on behalf of Braintree, a mobile e-commerce platform owned by PayPal.

The agency first planted promotional messages within the source code of popular tech sites like TechCrunch. Then it partnered with several coffee shops in San Francisco and New York to pay for the lunches of skilled professionals who could decipher Javascript code words on Twitter and outside the coffee shops.

Braintree sign-ups increased 92% and brand awareness increased 62%.