Hacking & ‘modding’ - augmenting technology to create entirely new inventions - was identified as a growing trend amongst the tech & media communities.So we combined the creativity of hacking, with the openness of the N900 to develop 'PUSH N900' - asking hackers across the globe to submit ideas on how they would modify the N900, and giving the winning ideas funding.Opening submissions at a number of relevant events, our community managers then pushed the brief out to leading blogs and communities.We followed the build of the 5 winning ideas chosen by the judges. They ranged from an N900 that senses skateboard tricks to a kite that turns the N900 into a fully functional aerial camera.Each team was then followed by a film crew and their progress documented on a multitude of social media sites, culminating in a launch party with London’s press and blogger community.

Without any media spend we reached 25m people, engaged hundreds of thousands and were discussed on every continent and in 12 languages.Over 2,800 hours of PUSH footage was watched on YouTube, PUSH was written about on over 2,300 blogs and tweeted over 5,000 times.London's famous V&A museum was so impressed that they featured the modds at their Digital Arts exhibition.The activity has been incredibly cost effective - the media value created has given an ROI of over 400% and pre-order demand for the N900 outstripped supply so much the launch had to be delayed by a month.