Even during the press conference I was getting messages from one operator claiming that it would provide much better coverage when its service was up and running.
It's going on right now, and if you find one of them you press a button which instantly connects you to an operator who'll tell you that you've just won a Chevy SUV, and then instructs you to press another button that activates a GPS homing beacon on the can so that Coke can immediately deliver the prize to your location.