A real-life game, the Nyt Battle, was organised to make Helsinki a better place to live right here, right now. Three teams threw themselves into the here and now of Helsinki. They tried to complete as many tasks they were give on the day as possible. The team leaders were well-known figures who do their own part in making Helsinki a better place to live – loudmouth rapper Edu Kehäkettunen, singer Siiri Nordin and chef Tomi Björck. The Battle day was a Saturday, and the three teams were noticed around town livening up the city. Afterwards the Nyt magazine wrote several articles, and there were daily articles and videos posted at Nyt.fi. The winner of the Battle was decided on tasks completed as well as 'likes' and views on Facebook, Twitter, Google+, YouTube and Nyt.fi.

The Nyt Battle became an underground phenomenon in Helsinki as was intended. People talked about it, posted links to videos on Facebook and Twitter, created Facebook groups in support of their favourite team and so on. The buzz resulted in the desired increase in subscriptions and the client was surprised that 75% were made via mobile instead of the usual 10%. The videos gathered 45,000 views, which means over 10% of the target group were activated in the Greater Helsinki region. Visitors to Nyt.fi increased by 30% to 100,000 in the first week.