Canon Europe will today release a new online viral and buzz marketing campaign as part of its sponsorship of UEFA EURO 2004™. The campaign has been planned, seeded and tracked by Digital Media Communications (DMC) and will support Canon’s UEFA EURO 2004™ ‘Finger Football’ promotion created by cdp-travissully.

James Leipnik, Chief of Communication and Corporate Relations for Canon, said: “As official partners of UEFA EURO 2004™, Canon is extending its ‘You Can’ brand strategy with the Finger Football promotion, capitalising on the idea that the creativity and imagination inherent in football unites people. We’re using DMC’s online viral marketing expertise and cdp-travissully’s web-exclusive, topical material with a twist, in a viral campaign that aims to raise awareness of the Canon brand and our Finger Football promotion among highly active online users.”

The viral campaign launches with a film clip called ‘FabaRooney’, created overnight by cdp-travissully in the wake of the England v Croatia match yesterday that won England a place in the UEFA EURO 2004™ quarterfinals for the first time ever on foreign soil. In the clip, a colour-printed card character of England teen sensation Wayne Rooney fitted to an office worker’s fingers stands triumphant in a haze of smoke with the Hallelujah Chorus playing. Another ‘Finger Football’ character of Sven-Goran Eriksson walks on-screen and suddenly kisses Rooney who sidles away chased by his uncharacteristically expressive manager. The clip then invites viewers to click through to a web site at where they can see other web-exclusive Finger Football clips as well as the latest Canon TV ad. They can also print out Finger Football players from five different teams in order to make their own office-based video clips of memorable moments in the tournament. The best clips will win Canon IXUS digital cameras and card photo printers, and be put up on the site to share with other fans.

Specialist seeding activity for the viral campaign will be kick-started across Europe via DMC’s online influencer network.

“Canon is using our online viral seeding expertise to kick-start buzz and maximise awareness of the overall promotion,” said DMC’s managing director Justin Kirby. “Our online film-tracking system will also enable them to quantify the impact the viral campaign has on brand awareness.”

You can see Finger Football in action at and the ‘FabaRooney’ clip on a seed route at

Published on: 12:00AM on 23rd June 2004