Being a brand built for the internet, Three wanted consumers to look at their online behaviour with new eyes and see its value in connecting people. They made the ponymixer.com, a place people could make their versions of the Pony TV advert and share with friends. They bought high impact online media home pages and in digital OOH, large mall screens across the country. Shoppers could share their pony films on the screens by adding hashtags like #bluewaterpony. Heroing peoples online pony films was important so Three bought 30 second TV spots to share the best ones.