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The Fast and the Humorous

For a long time now I have been a fan of various forms of motor sports, especially Formula 1. It’s something about the speed and tactical elements that I admire; I like to feed this into my working ethos. But, I mainly enjoy watching F1 on a Sunday, catching-up on some ‘me time’ whilst my kids are occupied with their weekend cartoons.

I admit that F1 is not for everyone, alongside motor sports in general. However, I happened to stumble upon this video currently trending via YouTube that had me in stiches….and everyone else I showed it to for that matter:

The video, titled ‘Geox Scream Challenge’, was a collaboration between the shoe and apparel label GEOX and the Infiniti Red Bull Racing Formula One Team for a one-off ‘game-show’ in order to test how far contestants would go to win their favourite GEOX shoes – plus, it features F1 champ Sebastian Vettel and Infiniti Red Bull Racing driver Sébastien Buemi!!!

According to the source, ten lucky competition winners got the chance to win the entire GEOX A/W’13 shoe collection by experiencing an adrenaline-fueled lap with either Vettel or Buemi, who pushed their passengers to the limit with their incredible driving skills. However, the catch was that each contestant had to ride it out without screaming, as each scream resulted in the loss of one pair of shoes.

I don’t want to spoil the end results for you all, but let’s just say that some were more successful than others, and some could barely keep their breakfast down!

Not only is the video a delight to watch, but it also puts a different spin on motor racing as a whole. It is also a pleasure to see two of my heroes, Vettel and Buemi, playing a different role from the one I usually get to see.

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Kristjan Mar Hauksson is the founder and director of search and online communications at Nordic eMarketing. The company specializes in multilingual online communications, organic search engine optimization, and marketing through several verticals such as tourism, finance, government, and pharmaceuticals. It helps companies gain international visibility online and to use the Internet as a communication channel; it also provides consultation in web content management systems and analytics solutions. Hauksson is on the board of directors of SEMPO, on the Advisory board for Bing Advertising and founded the Iceland SEO/SEM forum. He has been involved in developing Internet solutions since 1996, and involved in search engine optimization and marketing since 1997. He is a publish author on the topic of Internet Marketing and among other co-authored the acclaimed Global Search Engine Marketing.