We identified football sites and stadiums as the two areas where raw football love is unleashed, whilst ‘fan videos’ and ‘anthem chanting’ were the means of expressing this love.

The creative idea: The PUMA Hardchorus. A quirky video featuring real hard core fans chanting love songs that could be sent as a personalised Valentine’s e-card.In the week leading up to Valentine’s Day (V-Day), media partnerships, editorial seeding and behavioural targeting across football sites and blogs/forums delivered effective reach.Nearer V-Day, YouTube and Google targeted ‘football’ and ‘Valentine’ searches while Facebook Connect amplified social reach. On the Friday, we went mainstream by handing out Valentine’s cards though Metro distributors.On V-Day we enabled fans to perform their own hardchorus at karaoke booths across European stadiums and fed the video content to YouTube.To thank the original Hardchorus casts, we broadcast their performance on national TV during their teams’ Valentine’s Day matches.

Within two weeks Hardchorus was viewed 5,000,000 times (YouTube and pumahardchorus.com).Fans from 121 countries, representing 50+ clubs, praised Hardchorus with 3,000 YouTube comments and 700 videos.

The global online buzz (600 blogs, 2,000 Tweets) drove national media coverage and delivered 100,000,000 free contacts. 50,000 V-cards were sent, earning 10 million free contacts via Facebook Connect.50,000 fan addresses were added to PUMA’s database, while PUMA’s Facebook Football friends increased x5 in a day.Hardchorus doubled weekly concept store sales and delivered 1,800,000 unique visitors to PUMA online. Hardchorus cost the equivalent of 5 x 30” World Cup TV spots.