IL BEL GIOCO - THE BEAUTIFUL GAME
Peroni Nastro Azzurro, proud sponsor of the Italian National Football team, has created a campaign to celebrate its relationship with the Azzurri. The campaign is called Il Bel Gioco (The Beautiful Game) and celebrates the uniquely Italian way of playing, watching and discussing football.
The project centres around an online community for Italians and all enthusiasts of Italian style - both on and off the pitch. For the five weeks of the World Cup, ilbelgioco.com featured interviews, blog entries, podcasts and images from the brand's global ambassadors: 2006 World Cup winner, Fabio Grosso; Michelin starred chef, Giorgio Locatelli; fashion designer, Antonio Berardi and Italian design heir, Matteo Alessi. Other guest contributors will include: fashion icon, Elio Fiorucci and Puma Italia's managing director, Andrea Rogg.
Peroni, sponsors of the Italian team saw the greatest number of UK Internet searches of all World Cup sponsors last week.
As evidenced in Experian's Hitwise World Cup Brands Index Peroni's Il Bel Gioco website scores are up! The online community saw the greatest number of UK internet searches of all World Cup sponsors last week resulting in it topping the World Cup Sponsorship League.
Searches for Peroni, increased by 50% between the week ending June 19th and the week ending June 26th even though the Italian team was on a slightly earlier flight home from South Africa than we would have hoped for!
Peroni's Experian Hitwise World Cup Index score increased from 100 to 150 based upon the volume of searches for the brand.
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