Swedish retailer Pause teams up with Geneva Labs to test the holiday tune tolerance of consumers with XmasCarolTorture. The online campaign invites visitors to the site to listen to the holiday classic "Jingle Bells," for as long they can stand it. The longer they listen, the bigger the discount they get on a Geneva Sound System. And come 6:00 p.m. on December 21st, the he top three most holiday tune-tortured individuals will get one for free. As the campaign puts it, "To get to audio heaven, you have to go through audio hell."
Akestam Holst has been on a roll putting consumers to the challenge for the retailer. Prior to this, it invited shoppers to break into an actual Pause store.