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Rexona Recruits World's Wildest Fans
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Some call it soccer, some call it football. But all fans of the world's favorite sport have one thing in common—they're all freakin' crazy. To that end, deodorant maker Rexona is stoking the flames of football passion leading up to the 2006 World Cup by letting fans from around the world to go wild within the confines of a virtual stadium. Created by AKQA/London, the "Rexona Fans" website allows visitors to create personalized cartoony characters—with a wide range of choices for hair, body type, clothing and cheering accessories—to represent themselves and their home nation. Each character then claims a seat in the increasingly full stadium, where they can put their wildness on display and perform celebratory acts inspired by the animalistic chaos of the "Go Wild" TV spot. Fans can increase their wildness rating by inviting friends to join them in the seats, and the website will soon allow visitors to insert their own photos into a scene from the TV spot. And to enhance your rabid cheering outside the virtual world, Rexona is distributing specially branded klaxons to fans who send a text message to a special short-code.