Bearing in mind how the upcoming season will sound like, we launched an online torture to test people's holiday tune tolerance of 'Jingle Bells'. To get to audio heaven you have to go through hell. Depending on how long visitors could stand listening to 'Jingle Bells', the bigger the discount. The to three who suffered the most got a sound system for free. To prevent people from just turning the sound of and walking away from their computers, visitors had to click the Santa button every time he randomly shouted "HO-HO-HO".

Almost ten thousand Swedes proved to themselves and their acquaintances just how bad they wanted a Geneva sound system for christmas. After listening for an average of '12 minutes', direct sales on Geneva products soon increased 156% in december 2011 (compared to the same period last year at Pause Home Entertainment).

The top three listened for over five hours. We think they all had earned a Geneva system for free...