The solution became The Web Address Expander, with which you can expand any URL, the result being a fully functional and very long link containing information about their new website.

Within hours of the release thousands of visitors created loads of expanded URLs. Social media and Internet blogs wrote about it immediately. The biggest buzz sites in Sweden brought it up which made it possible for Sveriges Radio to go out and comment the decision to change to a longer URL, as critique towards the decision had started to spread across the blogosphere. On the blogs that had been most critical, comments started to appear about how brave and funny Sveriges Radio was to actually joke about the URL extension. Our little web expander website actually turned out to be a critical element to turn the public opinion a bit towards the positive side.