SVT is Sweden's public service broadcaster, and SVT Play is their on demand web service. When we were asked to launch the SVT Play app for iPhone, we faced a problem. We had no idea when Apple would approve the app. But instead of seeing this as a setback, we turned it into our advantage. We invited all the SVT Play fans (there are quite a few) to participate in a campaign, trying to get the app approved as quickly as possible. And we addressed the campaign directly to Apple's CEO Steve Jobs. To be honest, we didn't do that much of the job ourselves, most of it was done by the Swedish people. But then again, it is Swedish Television.
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