News International have enjoyed high response rates and boosted sales in the past by using money-off voucher mailings. This campaign was a test to see whether online vouchers would work too. The advantage of an online channel is that a viral element could help to boost lists and have a knock-on effect that could not be achieved with mailings. One constraint was that only one voucher for one newspaper was being offered, so people would be less likely to print and redeem it than they would if lots of vouchers were being offered. The World Cup 2002 calendar offered the opportunity for a test campaign. The ‘Keep it up for England’ campaign displayed more talent than the entire England squad in Tokyo/Japan 2002. What better way to sell a saucy footy calendar than a Page 3 girl keeping it up for the boys? An eye-popping video sequence helped this viral email spread like wildfire, gathering valuable email addresses on the way. And encouraging numbers redeemed the online voucher.The viral nature of the e-mail aimed to generate an additional source of online data, opted in for future communications.