The Stuff History campaign was developed to support Australia's qualification for the 2006 World Cup. It extended the thought of 'rallying against history' by bringing the character of History to life through a participation driven website. At the heart of the website was a dynamic message board which allowed football-crazy kids to post positive responses to History's negative rants. This content was also deployed to kids via a desktop application which fed the latest rants to the users desktop. Digital media assets included interactive advertising formats that allowed users to 'torture' History and exclusive mobile content deployed via Hypertag.