A buffering slayer targets the angry

Turning the buffering wheel into a medium to promote fast internet access.

Content that freezes or takes too long to load can be insanely annoying. Indeed, 50% of people say they’ve lost their temper while glaring at the notorious buffering wheel.
Belgian internet provider VOO took advantage of this by hacking the spinning menace. In collaboration with several news sites and streaming services, it “hacked” the buffering wheel so that, after 1.5 seconds of delay, a message appeared telling frustrated users that VOO offered faster internet access.
With strategic partnerships and a few lines of code, VOO positioned itself as the slayer of buffering and reached 70% of users at the very moment they yearned for a faster connection.