A1, Austria’s number 1 communication provider, had a two-week lead to sell the Sony Xperia go (a rugged new smartphone) to young, outdoor enthusiasts who needed convincing that a phone could be indestructible. So, we challenged our Facebook fans to devise insane endurance tests – like skimming it across pools; blasting it with a fire hose; and driving over it – then filmed the ultimate crash test videos. When the phone survived the test, the A1 logo flashed.

Blogger and social media relations sent the video viral, topping 1.03 million views and catapulting device sales that were double forecasts.