Recognising an opportunity to capitalise on this pre-season excitement and engage fans in a debate, we created a campaign that let fans voice their views live and online for all to see, feeding their passion with Sky Sports. The creative invited fans to share opinions about anything from their all-time Premier League hero to the one with the greatest hair cut, via expandable rich media placements. The results were then fed in real-time to perimeter board-style sky and banner placements. The campaign gathered over 225,000 votes, and delivered CPA sales efficiencies of 20% versus the 06/07 Premier League launch.