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France Telecom mobile operator Orange wanted to get more customers to watch football matches on their mobile phones via Orange TV. So Orange selected iconic French rugby player Sebastien Chabal to star in an interactive campaign.
Visitors to a website could sign up their friends by entering their e-mail addresses and mobile numbers. Those people receive a phone call on their mobile phones when they look at a video of Mr. Chabal preparing to kick a ball into a goal. The voice at the end of the phone is Mr. Chabal himself, asking them where to kick the ball. Users can pick one of several locations on the goal for him to aim for and must press a corresponding key to instruct him to shoot. When he shoots, he gets a goal, and then lifts his shirt to reveal the name of the web user written on his undershirt.
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