How do you get a potentially world-size group of people personally engaged in an event? Let's kick this one around a little bit...To promote the World Cup in South Africa, organizers will use the journey of a single soccer ball and its use in "organized games of football, in impromptu kick–abouts and in freestyle sessions. From street to stadium, anyone and everyone can engage with The Ball, sign it, kick it and help it along its way."
What a great way to enable people to give a personal, tactical, tangible connection and experience to what otherwise would be--and is--a very remote event.
Is this new media? You bet.
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