Tweets started upon immediate receipt of packages and code cracked by first recipient within hours and unboxing videos subsequently created. Recipient blogging subsequently picked up on front page of Engadget, the most influential tech bog globally (7.4m unique users), and called ‘the best unboxing ever’. Also featured on Slashgear, Gizmodo and Techcrunch.Tweets posted to 31,000 followers. YouTube Hackerbox video has 288,000 views and rising. Blogging on Maemo still continues with daily device usage.

No media was bought and PR value far outstripped low production costs. Most significant for Nokia was the breadth and positive nature of the tech PR.