With the product being a high speed Internet service, the message was integrated into the commentary through comparing the speed and agility of the product to that of the Mexican athletes competing at The Games. As a result, it became a natural extension of the commentary to use the product name to reference a high-speed, consistent performance of the Mexican athletes and deliver information to the focused audience "…Ana Gabriela ran in Infinitum."

During the month of the games, sales increased by 42% (month-on-month). With the campaign running for just 16 days, recall of the brand after the games placed it fourth, with established brands Coca-Cola, Nike and Corona. Equally important, the product name has now become a positive colloquial expression for high speed.