Phase 1: Invitation using humorous advertisements, citylights and other unusual touchpoints: Tram stops were to be turned into a “substitute’s bench” where the World Cup Kurier is distributed. 10 Smarts toured Vienna and distributed World Cup Kuriers and football fever pills.

Phase 2: Betting posters with a promotion enclosed with the World Cup Kurier enabled groups of friends and colleagues to collectively bet on the winner. Parallel World Cup Manager Game: Nominate your own team and win a World Cup Smart. Stickers with “stupid” footballer quotes for daily activation. Invitation to the kick-point at the public viewing areas and subscription offer.

- More than 14,000 people ordered the 4-week test subscription, with 18% then choosing to take out a full subscription- Approximately 4,400 players participated in the World Cup Manager Game - Over 11,000 football fans took part in the kick-point penalty shootingThe costs of the campaign amounted to approximately EUR 67,000,-Cost/Benefit Analysis: CPO less than EUR 5