The project involved distributing digital shirts with the new FCB strip online, and allowing users to personalise them, turning them into a symbol of the fans’ passionate support for their club and identification with its colours that week.In practice, this led to a website being set up, www.FCBsomosuno.com, where followers could “create” their own 3D shirt, personalise it with their name and number and export it to upload it on their blogs, websites or Facebook pages.A dedicated page was also set up on Facebook to channel all the expressions of support for the club.This initiative managed to channel all the feelings of the fans (our target audience) through an online campaign that encouraged them to get involved by creating their own Barça shirt, but above all by using social network features to boost dissemination/virality.

Participation during the action, with 1,778,405 users visiting the website from all over the world, meant that personalised shirts were being created at a rate of more than one per second.The project was launched on 22 May, and led to a total of 218,709 virtual shirts being created, 109,952 of which were posted on users’ social network pages, while more than 21,000 users joined the We Are One page on Facebook. The new Nike strip could be seen all over the Internet and became a symbol of FCB’s success, with an incredible cost/impact ratio.