Seeking to arouse masculine curiosity, sequential ads were created, with the upper half of the piece suggesting the model was nude, and with the lower half blank, simulating a dial-up-mode image download with a truncated effect. At the end of the sequence of photos the following caption appeared: “Without Speedy’s swiftness, this is what your fun looks like” and “Only Speedy customers can see the model’s complete photo session”.

The Playboy site enjoyed its greatest popularity during that period, and the initiative generated a number of hits five times higher than the market average, boosting sales of the service and the fidelity and satisfaction of Speedy customers.