We’ve got 20 pairs of tickets for Glastonbury. How can we give them away in an interesting way? It needs to be worthy of word-of-mouth. Glastonbury is rural. There are animals around. Why not let a bull decide who wins? We can use GPS technology to monitor his position in a field, and wherever he’s standing at a certain time of day will decide who wins. That sounds pretty interesting. And, we can name it with a pun too, which is nice. People played in large numbers – more than 250,000 in four weeks. They talked about the site on blogs and forums. It even got featured on television – well, some two-bit cable channel.
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