Outside of the core campaign, the brief also asked for direct, promotional communication. We needed an interactive solution that could mirror the interactive nature of the grill. Since Switzerland has the highest density of iPhones worldwide (10% of mobiles are iPhones), we chose to launch an application that featured a mock grill and a sausage.

By blowing into the microphone, the user can control the heat of the grill coals. Tipping the iPhone will move the sausage from side-to-side, and tapping the sausage causes it to turn over. The object of the application is to produce a perfectly grilled sausage that our audience can send to their friends.The application was communicated on two popular blogs in a PR-push. From there other blogs, Facebook and Twitter users picked up and featured the application.

The application was communicated on two popular blogs in a PR-push. From there, the buzz-effect ensued and a plethora of other blogs, Facebook and Twitter users picked up and featured the application.The application became the 2nd most downloaded application in Switzerland in the iTunes store.It was the only marketing application featured in one of Switzerland’s largest newspapers in its review of the "Top 30" applications, thus recieving high journalistic acclaim.

In 2009, Bell saw an 11% increase in meat sales.