In this case the medium was the message. All the bumper cars from the amusement park were placed in the city centre. The message was “NOW TEST DRIVING THE AMUSEMENT PARK. SNEAK PREVIEW THIS WEEKEND.” Some of the bumper cars were placed as if they had crashed into rails and road signs already demolished by real cars, some with skid marks, one in a café and one carried around by a breakdown lorry.

The expected rate of people visiting the amusement park the first weekendwas highly exceeded. Lots of media cover, for example by the two largestStockholm newspapers. A lot of people visiting the amusement park talkedabout the event and loved it.