It's not long to go now, before teams from all over the world converge on South Africa for what's expected to be a hugely exciting & competitive few weeks.
While a lucky few will be able to travel to those sunny climes, millions more will be glued to their TV sets, PCs and mobile devices, craning for the latest results, and making their thirst for all things football felt all over the world.
Today, Microsoft Advertising and PepsiCo International are announcing "Football Hero", a dedicated web experience that aims to quench that thirst with exclusive content from international players such as Lionel Messi, Didier Drogba, Thierry Henry, Ricardo Kaka, Frank Lampard, Fernando Torres, Andrei Arshavin, and Michael Ballack.
Football Hero will also include 5 interactive games that give armchair players the opportunity to embark on a "zero to hero" football journey which they can share with friends on social networking sites, email and via Windows Live Messenger.
We've worked with the agency OMD International in London to promote the campaign right across the Microsoft Advertising portfolio including Xbox.com, Xbox LIVE, Hotmail and MSN channels, such as Entertainment and Sport.
Online video channels and social networking sites will be supported via status updates and game scores, and there'll be local offline promotional activity including on pack and in-store retail promotions.
The key to the success of this project, which will be running in 14 markets worldwide, lies in integrated engagement.
As football enthusiasts from all parts of the globe gather through a myriad of digital channels, we've partnered with PepsiCo International to create a compelling place for them to learn, play and be inspired.
I'm excited and proud of the innovation our teams have brought to this deal, just a little sad I won't be cheering on my home country of Canada in the finals!