Before Tumblr took ad money you had to fake your way in. When mcgarrybowen shot their “Test Squad” commercial on TV we wanted to give them a (believable) life online, so we created a Tumblr where we posted behind-the-scenes of their “experiments”.
We also created experiments of our own, including one where we used a smartphone to fly a drone through an obstacle course. (It worked.) All the posts were from the "real" Test Squad team members profiles, which worked like gangbusters until Verizon's lawyers got involved. Man those guys are squirrely.