Lovely Football – an anthem about passion and the love of football, created to launch the Injector DX shoe during the World Cup. It started with an amateur chorus of non-english speaking Onitsuka Tiger employees singing a very silly football song. And led to the world’s first online karaoke competition. Kicked off with a film and the website, the movement spawned hundreds of blogs, podcasts, mobile films and even disco re-mixes, making this year’s World Cup fever more than a little bit lovely.

By identifying the key communication touch points of our consumers we were able to engage them in three phases: 1) Get talked about – we sent personalised previews to the top online opinion formers;2) target our audience’s everyday lifestyle tools: news sites, ad & brand sites, blogs, iPods, iTunes, Portable Playstations, mobile phones;3) Spread the word – precision viral seeding ensure take-up in viral communities from North America, Asia, Australia and Western Europe.