‘Ginga’ – a documentary about Brazilian football – was conceived as a 63-minute film: great for DVDs but too long for most of our audience (and their media). Hence we created over 25 edits, from 30-second clips for mobile phones to 8-minute chapters for music TV.

The key was recognizing that kids are most engaged when they are in control, and on joga.com they were able to create their own Nike content and medium.

Initial results suggest we have mobilised our audience.3 million kids registered for Nikes’ Jogo 3 events in a month.17 million kids saw ‘Ginga’ after €20,000,000 of free media exposure.

It is the most downloaded video ever on PSPs (35,000+ downloads).The Ronaldinho film has been viewed 20,000,000 times.