Host launches the Fantasy Cheaters’ League in lead-up to the 2010 FIFA World Cup
In a campaign developed to generate talkability amongst football fans, Host has created a new digital social initiative by launching the world’s first ever Fantasy League for World Cup cheaters.
The initiative encourages visitors to the Fantasy Cheaters’ League to nominate eleven players that they believe are most likely to engage in dirty tactics during the FIFA World Cup. Unlike normal fantasy leagues that award points for goals or assists, the Fantasy Cheaters League will score players on diving, feigning injury, handball, yard stealing and time wasting. With most points reserved for moments of “utter filth”, times of unforeseeable but creative cheating.
Says Frank Bethel, brand planning director at Host: “The World Cup isthe biggest and greatest sporting event there is. But amidst thememorable football that’s played there’s always controversial momentslike Maradona’s Hand of God, Australia’s cruel fate at the hands ofFabio Grosso and the Italians last time around, or indeed England’sexit which Christian Ronaldo’s infamous wink played a part in. It’sthis kind of stuff that people talk about days, months and years later,and we thought it was a great opportunity to tap into the audience’sdesire to connect with other fans and express their opinions andfrustrations.”
Adds Anthony Freedman, CEO of Host: “It’s great to harness the talentswe have in the agency, particularly from a social media point of view.The Fantasy Cheaters League allows us to have some fun with the world’sbiggest sporting event and continue to learn about how to communicatewith and engage people. Already we’ve had participants signing up fromAustralia, the UK, the US, India and Canada.”
To register and pick your team, visit The Fantasy Cheaters’ League
4 Comments
Awesome. Nice one G+W.
reminds me of that brilliant guardian ad
Well done Gaz and Wez. I am the ten pin bowling master.
…I’m the Turf Muncher.
cheers lads matt