Quite simply, the game was the medium and the message. It was so effective because: the game was of a higher standard than any previous IM game; play was easy to start and very user friendly, with no plug ins or downloads required; the game was designed to perfectly reflect the Nike style of football; and the game added to, rather than interrupted, people’s online interactions.See video footage for gameplay and media driving to the game.

Total cumulative game play was 154 years. Viral drove 85% of total games played. This game drove more traffic to nikefootball.com than any other single online ctivity. 50% in game time and 224% of media inventory was negotiated as added value. Total added value equalled 568% of the total investment.