Fifty6’s strategy was to illustrate how unacceptable buffering is by bringing it to life in the most visible and surprising place possible: TV. "Buffertising" used ads by Yeo Valley, Citroën and Magners, placed in
high-profile commercial breaks, but halfway through the ads were paused and buffered several times, causing consternation among viewers. The ads then referenced Virgin Media and its buffer-free service.
Likes on Facebook increased by more than 2,000 and the campaign generated in excess of 815,000 Tweets.