Lee Byrne was halted just short of the line after a fine run and the ball eventually came to Hook, who succeeded with his second attempt at a drop-goal.
For marketers, that event might look like ahook to reach a captive audience, but there is a fine line between appearing empathetic and appearing opportunistic.
Now we will find out whether the farmers and other locals really are willing to put their money on the line to hook themselves up to a fast broadband future.