Since the iPad is WiFi enabled, users could gain access to Sprint’s 4G network via a Sprint Overdrive Mobile Hotspot. So we came up with a simple solution – creating a customised, stylish neoprene case that would hold both the iPad and and an Overdrive. We’d essentially be using the iPad as Trojan Horse to get people to use Sprint’s 4G network.

Within three days of its release, the case had already garnered over 5 million unpaid media impressions. Meaning we’d successfully hijacked the tech story of the year with just a few yards of fabric.