World Cup goes online

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Leveraging on the power of online media, www.Shine2010.co.za will use a blog (www.shine2010.co.za/blog/), podcast interviews (www.shine2010.co.za/podcasts.php, a Facebook group, a YouTube channel (www.youtube.com/user/Shine2010Community) and citizen journalists (www.shine2010.co.za/wots.php) to ensure that the good news about South Africa is spread and consumed.

FNB's Roving Reporters - allegedly a first for a South African corporate - will be hitting the streets to source news, views and do video interviews with thought leaders while also polling public perception ahead of the tournament.

“Embracing digital media”

“FNB is a progressive bank and we are embracing digital media in a unique way for a financial services company,” says FNB brand director Derek Carstens. “FNB is a true National Supporter of the 2010 FIFA World Cup and is supportive of efforts to ensure that the tournament is inclusive for all South Africans. In keeping with technology trends, we have created a platform to give the growing online community the opportunity to share in the 2010 experience, using the power of the Internet to spread the good news about what will be Africa's greatest event yet.”

“Shine 2010 will serve as an important port of call for 2010 good news. It will offer reports on the critical infrastructure projects, whilst also serving as an outlet for the positive stories that aren't currently being told. We want to emphasise that we are all stakeholders in South Africa's finest moment,” he adds.

Shine 2010 is yet another one of FNB's digital initiatives and follows the launch of FNBTV in early June 2008. Furthermore, the bank continues to engage in social media with MXit and FNB Facebook employee groups.

“As a bank we understand and respect the rules of social media. FNB staff members have created their own Facebook group without any marketing intervention. We believe it is important to respect the integrity of the FNB Facebook initiative, as a pure social networking site.”

Setting the record straight

Setting the record straight at the launch of the Shine2010 in Melrose Arch, Johannesburg, the CEO of the LOC Danny Jordan said the news about plan B is a non story. “What Sepp Blatter was saying is that if there is to be a natural disaster and the infrastructure is destroyed, then FIFA would have to resort to a plan B. It's been like that for over 100 years. Since FIFA was launched in 1904, there has always been a plan B.”

The doubting Thomases are only in South Africa. “I have just got back from the Euro finals in Europe and there were no reports about a plan B. Only in South Africa you hear people talk about a plan B,” said Jordan.

Jordan further commented, “Out of 48 countries in Europe only five countries have the ability to host the World Cup. South Africa has the ability to host a tournament of this magnitude and the infrastructure that 48 countries in Europe do not have. Only in Africa will the World Cup final be held at a stadium where Nelson Mandela first made a public appearance after his release from jail in 1990. The 2010 World Cup final will be held at a stadium where the funeral service of Chris Hani was held. And we are the only country in the world, where people will be enjoying their beautiful game, and have the view of the sea, not far from Robben Island.

Jordan once more urged South Africans to rally behind LOC and to use the Shine2010 as a platform to promote South Africa.