It is true and it is scary! If you are there of course.
All in all, the purpose of this campaign is to create viral content. The people who were in the coffee shop probably won’t even know what the purpose of this was, until they see the video or after they were told. What has the big effect is the video itself, which was extremely successful. It got around 2,000,000 views in the first day! (that is a lot in YouTube numbers)