A little renown football merchandise manufacturer Puma wanted to create attention in the world cup yet they did not have enough money to be able to do this. This made them to design a special message where they had it specially designed and they really wanted it to reach far and wide. The message read love.

Through their innovativeness they were able to come up with a viral advertisement which they were not sure would take the spectators by storm. Through the two viral videos they were able to communicate a lot to the fans who came to view the football matches.

The marketing manager Brett Bellinger was able to come up with the idea despite the issue of the limited amount of funds he knew it would be hard to be able to capture the market in the international arena.

The response was overwhelming especially from the different social networks where the fans were able to post their comments once they were able to view the video on you tube. The video was designed in such a way that one of the helicopters flew right on top of the stadiums.

The helicopter flew in some of the stadiums and on one of the stadiums it was seen that different vehicles had been arranged to portray love=football message.

They posted this video together with another one where they were able to receive large international response from different people who posted their blog messages who were able to determine it was the puma brand even without the video being branded to belong to puma.

But this was not easy since FIFA has rule and regulations and the agency had to ensure that it does not flout the FIFA rules so that it does not end up paying extra costs such as the Adidas who paid two hundred and fifty million dollars so has to have their ball to be used on the pitch for the games.

It wasn’t an easy job to do especially for the agency Gloo that was responsible for the advertising having to compete with football merchandise brands such as Nike, Adidas and Umbro whom already had their presence felt by the merchandise which both the players and the fans were wearing.

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