As a key source and means of debating the latest football news online proved ideal for our activity.Activity focused on fans via football websites prior to games. Demographically targeted email environments also allowed us to reach fans when they were most likely to engage with mates. Creative was always environment specific. The headline "Rooney ploughs Anfield" ran on Manutd.com before a big Manchester United / Liverpool game, bringing the proposition to life.

69,000 people interacted with our advertising, sending over 140,000 headlines to over 450,000 recipients. Sales of the paper increased by 70,000 in the first weekend, representing a 260% ROI on cover price.This phenomenal campaign relied entirely upon audience participation – and accessing their passion for football generated these results.