Through twitter, text messaging, or on the campaign site, www.bigcheer.com people could submit cheers to celebrate their football team. All cheers ended up at the Big Cheer Cube at the ERICSSON HQ in Stockholm. On the Cube four printers constantly turned people’s cheers to colourful cheer-confetti. Every time a goal was scored the cube celebrated in real-time with the help of fans and disco-lights. When the World Cup ended all cheers where distributed between 32 miniature cubes and delivered to all the 32 participating countries - people’s cheers in the hands of their heroes.

The Big Cheer generated visits from 142 countries, with cheers from over 44 countries. Numerous local supporter clubs joined the cheering from Spain to England. An estimated 27 millions impressions from articles and blogs both offline and online was recorded. For ERICSSON it helped unite their work force of 82 500 employees across nations around one single event.