When the actual Eurovision Song Contest was held in Helsinki a set of old Eurovision songs were added to the service for people to order. We created the Sonera Eurovision Song Contest Tram where people could try the service. Passengers could board the tram with a SMS ordered ticket and inside the tram two hosts presented the service and gave out turns for passengers who wanted to sing. The tram was also used in an internal kick-off to transport the employees of Sonera.

2000 forerunners ordered downloads, but we succeeded in the main goal in creating WOM: the free media space covered the original media investment. People discussed about the tram and service in blogs and discussion boards. The tram was full with people during the week interacting with the Sonera brand.