EE seems to have a bit of a thing for vehicles, having recently commandeered 50 black cabs in London and Birmingham.
This weekend, at Glastonbury, the network (sort of comprised of Orange and T-Mobile) will take over a tractor, with the express purpose of bringing 4G to as many festival goers as possible.
The network formerly known as Everything Everywhere has already announced its partnership with Glastonbury, yielding “the first ever 4G-powered festival in the UK”.
That’s all well and good for EE customers, but what about everyone else? Enter: the tractor.
It’ll essentially function as an EE-flavoured 4G mobile hotspot, allowing non-EE customers to connect via Wi-Fi in order to update Facebook and twitter and that, at lightning-fast speed. Good times.
Spencer McHugh, EE's brand director, yelled (possibly from the driving seat of the tractor): "We couldn't be more excited about this year's Glastonbury where we will be installing the first ever superfast 4G network at a UK festival to help those on site stay connected.
“Our 4G Tractor demonstrates the innovative approach we're taking to bring the fastest mobile internet speeds to the UK in a uniquely Glastonbury way and uses similar technology to our fleet of 4G cabs trialled earlier this year.”
Over the roar of the engine, Spence was heard to add: “We hope festival goers enjoy logging on to the EE-pimped eco-tractor if they see it over the weekend.”
In a marketing move that's sure to make you vom, EE describes the tractor as the "slowest fastest" mobile 4G hotspot. I hate life, sometimes.