Each book came complete with different fake book covers to create the perfect alibi. These were made reversible to simplify and keep book costs low. The book design required paper engineers and special printing and assembly to create a useful book that could adapt to different size phones without being too heavy. And to feel like a real book, with real pages, and not like a brick.

Aussie men suddenly had an alibi for watching the game they love. They could get away with watching 400+ hours of cricket over summer. One product ( the App ) was sold by another ( the book ).

Books went so fast, we had to reprint them.

The goal was 1 million app downloads by the end of the summer.

This was exceeded by 300,000 in just 8 weeks.

Vodafone became the Number 1 sports app for summer.