“How do Germans use their smartphones?” In order to find that out, telco provider mobilcom-debitel (subcompany of freenet) analyzed the anonymized data of several million clients. The enlightening and entertaining facts were compiled in close cooperation with big daily newspapers and tabloids. In a second campaign the content was distributed broadly to business and consumer media, reaching a high media impact. Mobilcom-debitels strategic goal: To make a mark as leading independent provider, due to sharing deep market insights which only market leaders can provide. Nowadays Big Data is established as a highly valued PR tool at mobilcom-debitel.