The branded adidas 3G channel provided fans with access to exclusive Tour content including game footage, game information and interviews with Raul and Beckham filmed exclusively for the mobile medium. It also launched the'Impossible Field' TVC. This specific content was not available anywhere else. For fans that were not able to see the games live this was the closest they could get to a real life encounter with their heroes.

The fully branded 3G channel was incredibly successful with 200% more interactive viewerships than any previous campaign on '3'. The campaign succeeded in placing adidas top of mind among Hong Kong's football fans, so much so that adidas is developing a second interactive mobile campaign for the region this year.