The new campaign features a video starring Canon's finger-legged football characters -- photographs of players with fingers used to act as their legs -- celebrating England's win over Croatia on Monday night.
It shows "Wayne Rooney" on an office desk, triumphant in a haze of smoke before another finger character "Sven-Goran Eriksson" walks on-screen to offer a kiss. "Rooney" sidles away embarrassed.
The clip invites viewers to click through to a where they can see other web-exclusive Finger Football clips as well as the latest Canon TV ad. They can also print out Finger Football players from five different teams in order to make their own office-based video clips of memorable moments in the tournament. The best clips will win Canon IXUS digital cameras and card photo printers, and will be put up on the site to share with other fans.
The campaign has been planned, seeded and tracked by Digital Media Communications and will support Canon's "Finger Football" promotion created by cdp-travissully.
James Leipnik, chief of communication and corporate relations for Canon, said: "We're using DMC's online viral marketing expertise and cdp-travissully's web-exclusive, topical material with a twist, in a viral campaign that aims to raise awareness of the Canon brand and our Finger Football promotion among highly active online users."
The clip can be seen .
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