Brief - In November 2003 EA SPORTS launched the new version of the multiconsole football game FIFA FOOTBALL 2003. Our goal was to create a fully integrated offline-online campaign. The campaign is based on the idea of the presence of the mysterious 12th man in a football game who can influence the game in a positive or negative way. The campaign (TV, print, outdoor, internet) uses Edgar Davids, Ryan Giggs and Roberto Carlos.Target - The football loving gamer who seeks the most authentic football experience.Solution - All offline media drive traffic to fifa2003.ea.com. The URL leads you directly to the campaign microsite.Objective of the microsite is to show that EA truly understands football. The aim was to create a unique and interesting online experience for football lovers that are into gaming to differentiate from the product focused sites of the competitors that are usually only addressing the game freak, but not the football fan. The solution is a 3 minute experience where the consumer learns all about the mysterious 12th man and the importance of getting in control if you want to win the game.