Starcom pushes scrum.com rugby site

Starcom, Leo Burnett's media outfit, is coordinating a multimedia campaign to promote scrum.com's coverage of the Rugby World Cup, which kicked off last Friday.

Starcom, Leo Burnett's media outfit, is coordinating a multimedia

campaign to promote scrum.com's coverage of the Rugby World Cup, which

kicked off last Friday.



The rugby website, owned by online sports specialist Sportal, has

allocated pounds 500,000 for press, ambient and online advertising to

get more rugby fans logging on.



Antonio Silano, head of Starcom's digital division Starcom IP, will head

the account, assisted by the agency's senior media planner/buyer Katie

Portno.



The campaign launched last week with an ad in The Express's rugby

supplement.



Press activity will focus on national newspapers. Online advertising

deals have been signed up with various online outfits, including

Associated New Media, Lycos and the Electronic Telegraph.



Starcom IP has also teamed up with public relations agency Gnash

Communications to think-up a series of 'guerrilla' tactics. Silano

declined to comment further on the planned media stunts but said they

would take place on rugby grounds and involve members of the crowd.



Scrum.com's World Cup coverage includes live scoreboard updates of games

and news on players. Rugby fans can buy tickets to games as well as

World Cup merchandise through the site, which was launched in 1997.



Sportal has negotiated distribution deals with a number of companies

such as MSN.



Silano - who is the former digital director of Saatchi & Saatchi - and

his team also work for Starcom's clients Motorola and Zoom.co.uk, the

interactive shopping site joint-owned by the Arcadia group and

Associated Newspapers.





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