In Atlanta, having an original (404) area code number is like having a key to the city. It stamps you as an OG, but for years locals believed they’d never be issued again.

So AT&T played off this sentiment and plastered the city with "404 Not Found" ads, piquing locals' interest leading up to 404 Day, a massive city holiday, on April 4th.

But then after days of city wide mystery, we switched out our messaging...

...and let everyone know that 75 original (404) numbers can be found at AT&T's exclusive 404 Day party featuring Jermaine Dupri and Earthgang.

The whole city got in on the fun, the party hit max capacity and perhaps most impressively 75 people were willing to change their lifelong phone numbers to a (404) one thanks to the campaign.