June 12, 2008 11:30 ET

US Agencies Use Goal-Triggered Ring Tones and Real-Time Conferencing to Unite Soccer Fans Across Europe

BOSTON, MA--(Marketwire - June 12, 2008) - With the beginning of the 2008 European Soccer Championships, Puma and agency partners BEAM (Boston -- and Area/Code (New York -- have unveiled the 'Together Everywhere' program.

The promo will run simultaneously in 13 countries, bringing together supporters of the 16 national teams at Euro 2008 in real time. Every time their team scores, Puma will call registered fans and teleconference them with friends, wherever they are.

Sign-Up, Download Ringtone -- Puma "pulls the trigger"

The program works as follows: Once a supporter has signed-up and downloaded a ring tone of one of their team's celebratory songs or chants, Puma will trigger the ring tone whenever their team scores and instantly let them take part in a free teleconference with a group of up to 10 friends that they predefined, whether they are in the stadium, out in the street, in a pub or in front of the TV. If they prefer, they can also be put into conference with 10 anonymous supporters of their national team chosen at random. After each game, all fans registered for the Together Everywhere program will receive a discount voucher on their mobile to be used at Puma's online store.

The campaign was devised and directed by agencies BEAM and Area/Code. Phone Valley (France) provided WAP development and data infrastructure and Zed Digital and Zenith Optimedia provided media strategy and execution. The program is available in the UK, France, Germany, Italy, Spain, the Netherlands, Portugal, Sweden, Poland, Czech Republic, Greece, Austria and Switzerland.

Event-Triggered Conferencing

"The idea of event-triggered conference calls is very exciting. We've all seen the mobiles come out after a goal is scored and we wanted to leverage that behavior and make it even easier for supporters to celebrate with their buddies or family members for free across as many European markets as possible," says Dave Batista, Partner & ECD of BEAM. "It took phenomenal work from the entire team to bring this campaign to life in so many countries."

"A European football match is the quintessential social event. We saw the opportunity to bring the social connectivity of the wired world together with the group fervor of Euro 08," says Kevin Slavin, Managing Director and co-founder of Area/Code. "The 'real' world and the 'digital' world are coming together, and we are happy to work with BEAM and Puma at the edges of this new space."

Media Support

To support the operation and generate traffic to the Together Everywhere WAP and web-sites, BEAM, ZenithOptimedia and Zed Digital have designed a communications program and media schedule including press, posters and online advertising. Phone Valley also developed a mobile media banner ad campaign. All ads include a short or long code to which fans can text the word Puma in order sign-up on their phone. Fans can also sign-up via the website.

BEAM Interactive & Relationship Marketing is an independent, full-service interactive agency based in Boston, USA. Clients include Puma, MINI, Deutsche Bank, Bed Bath & Beyond and L.L. Bean.

Area/Code Entertainment is an independent creative development agency based in New York, specializing in games and entertainment that merge digital and physical elements. Clients include Disney, MTV, Nokia, A&E and the Discovery Channel.

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