Dec 2009 The ‘hackerbox’ initiative for the launch of the Nokia N900 used traditional direct marketing techniques. But it combined these with an awareness of the new trend for the posting of ‘unboxing’ videos for new gadgets and an understanding of the influencers amongst online tech communities. We identified a dozen or so of the most infuential tech bloggers and sent them an awesomely mysterious black cube containing geeky goodies and the new N900. The box could only be opened by hacking its secret access code. The recipients made and posted their own unboxing videos and the tech community went wild for hackerbox,. Huge online buzz was generated. Engadget described it as ‘the best unboxing ever’.