Tug of War

Israeli Telecom Company's Powerful Stunt

Published on .

Most Popular

For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream's inspiration site.

In a stunt to demonstrate just how fast its network can transfer information, an Israeli telecom had teams in New York and Tel Aviv tug on opposite ends of a rope.

Israel's largest telecommunications marketer, Bezeq, wanted to demonstrate the benefits of its Next Generation Network (NGN) technology, whose ultra-fast internet speeds allow real-time transfer of information. To prove its capabilities, Bezeq arranged for a transatlantic tug-of-war between Israelis and New Yorkers. Teams in Tel Aviv and New York each pulled simultaneously on a rope rigged up to a special engine. The engine measured the amount of force being exerted on each rope and transferred it immediately to the other side of the world. Huge screens in each city created a live dialogue between the two events using the same technology.

~ ~ ~
Cream indexes and analyzes the world's media, marketing and business innovations. Combining a library of more than 2,500 case studies with insight and analytical tools, the Cream Innovation Exchange provides inspiration and helps you discover what's next in the world of communications.

In this article: