I got this Washington Post article By Frank Ahrens in my PRSA email news today and it really struck a chord.

“When CBS television writers and producers sat down this spring to think about “Jericho,” a new program for this fall, they crafted two story lines: one that would appear on television and one that would appear — and fish for ad dollars — only on the Internet.”

And this is an amazing proactive step for networks that, Ahrens points out, have been notoriously slow to change (and they’re not the only ones). They’re actually conceptualizing a program with the dual strategy of producing a network broadcast and providing additional must-see content on the web from the start.

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With the FIFA World Cup in Germany this summer approaching, many businesses will use it as a promotional tool for their product or client. Just like the Super Bowl, NBA Final Four or any other major sporting event, millions of viewers from all over the country will be watching. This can be the perfect opportunity to place your company or product for people to see.

Adidas, an official sponsor for the World Cup, is putting a different spin on that by starting the first ever football-themed Massively Multiplayer Online Game. The Impossible Team Online Game will feature an online community, coverage of the tournament and downloads available free of charge. This Massively Multiplayer Online Game (MMOG) will also be the first ever game based on the World Cup. It is similar to all of the bracket challenges with the NCAA Final Four, but with more perks.

Fans of the World Cup will be able to act like a team manager for their favorite team and participate in recruiting players, training them and setting up the positions on their team. This is a great way to get fans involved with World Cup and attract people who may not have been fans before.

Hopefully it can break people into the crazy world of what we call “soccer” here in the States.

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