So we created Mobile Internet Live - the ultimate challenge: A live TV-show event that was broadcast through the Mobile Internet’s USB modem. In other words, the product itself became the media. And if the modem ever lost its connection, a top executive at Tele2 would fall into a dunking pool. People could follow the whole event on the website.

This campaign was the undisputed proof that Tele2’s Mobile Internet is reliable and powerful. The fact that you could actually air live video from a mobile broadband, and the constant chance of a Tele2 Executive falling into a pool of ice-cold water got people talking on Facebook, Twitter and all the major media and business sites. A lot of visitors followed the event for the entire week, hoping the connection would go down. And it did. But only once, when our host drove down a garage made of solid concrete.