The PUMA Harcdchorus. A quirky video featuring real hard core fans chanting love songs that could be sent as a personalised Valentine’s e-card.Social media’s role was to amplify the campaign by utilising the social nature of football and the gifting element of Valentine’s Day. To kick off, the video protagonists proudly twitted and Facebooked their teams’ fan clubs to check them out, whilst Savage Garden (soundtrack) did the same with their group fans.The YouTube area became a virtual pub where fans discussed the campaign, merchandise and lyrics.Hardchorus karaoke booths at stadiums across Europe kept feeding YouTube with hundreds of re-energising amateur Hardchorus video clips.The Facebook Connect e-card mechanism multiplied organic football fan reach, whilst Facebook takeovers gave the campaign reach.The story was seeded with influential football blogs that took Twitter by storm and ended up on mainstream media.

Within two weeks Hardchorus was viewed 5,000,000 times (YouTube & 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 x 5 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.